Customer Inspiration Memediasi Pengaruh Nilai dan Autentisitas Budaya terhadap Purchase Intention Moneng Galeri
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Abstract
This study examines the effects of perceived cultural authenticity and perceived cultural value on purchase intention through customer inspiration in the context of Moneng Galeri, a local cultural fashion brand in Palangka Raya. A quantitative explanatory design with 100 respondents and PLS-SEM was used. The results indicate that cultural authenticity positively affects customer inspiration (β=0.225; p=0.019) and purchase intention (β=0.258; p<0.001). Cultural value positively affects customer inspiration (β=0.501; p<0.001) and purchase intention (β=0.162; p=0.016). Customer inspiration has the strongest direct effect on purchase intention (β=0.575; p<0.001). The indirect effects of cultural authenticity (β=0.129; p=0.020) and cultural value (β=0.288; p<0.001) are significant, indicating complementary mediation. The model explains 38.4% of customer inspiration and 68.5% of purchase intention. The findings highlight that cultural meaning creates stronger market conversion when it is transformed into an inspiring consumer experience
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