Research Article
Brand Anthropomorphism and Culture Effect to Younger Consumer Visit Intention
@INPROCEEDINGS{10.4108/eai.18-11-2020.2311729, author={Diesyana Ajeng Pramesti and Marlina Kurnia and Mulato Santosa}, title={Brand Anthropomorphism and Culture Effect to Younger Consumer Visit Intention}, proceedings={Proceedings of the 2nd Borobudur International Symposium on Humanities and Social Sciences, BIS-HSS 2020, 18 November 2020, Magelang, Central Java, Indonesia}, publisher={EAI}, proceedings_a={BIS-HSS}, year={2021}, month={9}, keywords={brand anthropomorphism culture effect visit intention younger consumer}, doi={10.4108/eai.18-11-2020.2311729} }- Diesyana Ajeng Pramesti
Marlina Kurnia
Mulato Santosa
Year: 2021
Brand Anthropomorphism and Culture Effect to Younger Consumer Visit Intention
BIS-HSS
EAI
DOI: 10.4108/eai.18-11-2020.2311729
Abstract
RedDoorz has become one of the brands that is easily found in every city in Indonesia past 5 years. In that time, many investors have collaborated with RedDoorz because there are cultural shift, especially young people who like to vacation during their holidays. This study aims to examine whether the brand anthropomorphism and culture about holiday affect their intention in visiting hotels labeled RedDoorz. The survey was conducted in Yogyakartaand Central Java using questionnaires to 92 young people who became respondents. The collected data were processed using SPSS 2.5 with moderation regression analysis techniques. The results obtained by Brand Anthropomorphism have a positive and significant effect on visiting intentions and culture moderates the influence of Brand Anthropomorphism on visit intentions, so it can be concluded that culture greatly influences psychology and the way of thinking of humans, especially young people in making a decision to visit RedDoorz.
