Pengaruh Customer Experience sebagai Variabel Mediasi antara Brand Trust dan Brand Engagement terhadap Purchase Intention di Sektor Industri FMCG: Studi pada Konsumen Unilever Gen Z

Abstract

The fast-moving consumer goods (FMCG) industry is one of the sectors with significant
growth, particularly in the beauty and personal care category. However, despite the growth
of the industry, PT Unilever has experienced a decline in sales and market share in the
domestic market. This condition creates a paradox, as brand trust and brand engagement
toward several Unilever brands remain relatively high but have not been effectively
converted into purchase intention. Therefore, by using customer experience as mediating
variable, this study aim to examine how brand trust and brand engagement affect purchase
intention. This research on Gen Z at Semarang City use Quantitative approach and survey
as data collection methods. Purposive sampling technique was used in the process of
determining and taking samples with the number of respondents involved being 214 people.
Data were collected through an online questionnaire and analyzed using Structural
Equation Modelling (SEM) with the assistance of SPSS and AMOS. This study`s findings
indicate that purchase intention is positively and significantly affected by brand trust and
brand engagement. Furthermore, this study also demonstrated that the relationship between
brand trust and brand engagement on purchase intention is able to get mediated by customer
experience.