Analyzing the Impact of Brand Positioning on Customer Purchase Intention

This dataset supports the research article titled "ANALYZING THE IMPACT OF BRAND POSITIONING ON CUSTOMER PURCHASE INTENTION". It contains primary data collected via a structured online questionnaire from 95 valid respondents who are consumers of bakery products (cookies and brownies) in Bandung. The dataset includes: Raw Survey Data: Anonymized responses from 95 participants. Research Instrument: Questionnaire consisting of 22 measurement items covering Brand Positioning, Packaging Design, Perceived Value, and Purchase Intention. Statistical Analysis Outputs: Results generated using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0. Digital Engagement Metrics: Secondary data from Instagram Insights collected between April 16 and May 15, 2026. The study analyzes the direct and indirect relationships between brand cues and consumer behavioral responses in the bakery industry.