Improving Purpose Branding Through Affective Mediation : Danone-Aqua #BijakBerplastik

Abimanyu Tuwuh Sembhodo; Adya Hermawati

doi:10.98765/apjbet.v4i02.28

Abimanyu Tuwuh Sembhodo University of Indonesia
Adya Hermawati Widyagama University

DOI: https://doi.org/10.98765/apjbet.v4i02.28

Keywords: Danone-Aqua, Purpose Branding, Purchase Intention, PLS-SEM

Abstract

Purpose branding is a marketing strategy that is increasingly relevant to market demand and current social conditions. There have been many applications of purpose branding by companies abroad that have shown significant results judging from marketing and sales indicators. In Indonesia, several companies have started to implement it. One of them is Danone-Aqua with #BijakBerplastik.. This research is aimed at seeing how it produces results through one of branding indicators which is purchase intentions and how to improve it. SEM-PLS with Indonesian Danone-Aqua consumers dataset are used to see in detail each variable and indicator to determine the appropriate technical strategies. Thus, this research finds the fact that some variables can influence directly, but some must be mediated by several affective factors.