Pengaruh brand consciousness, fashion innovativeness, social comparison terhadap purchase intention of luxury fashion goods

Lokito, Lily (2018) Pengaruh brand consciousness, fashion innovativeness, social comparison terhadap purchase intention of luxury fashion goods. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Persaingan industri fashion saat ini semakin ketat. Hal ini disebabkan adanya berbagai perubahan gaya hidup dan tren seiring berjalannya waktu yang dapat menjadi ancaman bagi para pelaku usaha Luxury Fashion Brand. Oleh karena itu, para pelaku usaha Luxury Fashion Brand berlomba-lomba membentuk strategi yang sesuai dengan perkembangan zaman modern ini agar dapat meningkatkan niat beli dan menjadi lebih unggul dibanding para pesaingnya. Penelitian ini bertujuan untuk menguji Pengaruh Brand Consciousness, Fashion Innovativeness, dan Social Comparison terhadap Purchase Intention of Luxury Fashion Goods di Michael Kors Tunjungan Plaza Surabaya. Teknik pengambilan sampel yang digunakan adalah non probability sampling dengan cara purposive sampling. Karakteristik responden dalam penelitian ini adalah bersedia/ingin membeli produk merek Michael Kors, pernah mengunjungi Michael Kors di Tunjungan Plaza Surabaya dan berusia minimum 17 tahun. Penelitian ini menggunakan 150 responden dengan teknik analisis SEM LISREL 8.80. Hasil penelitian ini membuktikan bahwa: (1) Brand Consciousness berpengaruh positif dan signifikan terhadap Attitude towards Purchasing Luxury Fashion Goods.; (2) Fashion Innovativeness berpengaruh positif dan signifikan terhadap Attitude towards Purchasing Luxury Fashion Goods.; (3) Social Comparison berpengaruh positif dan signifikan terhadap Attitude towards Purchasing Luxury Fashion Goods.; (4) Attitude towards Purchasing Luxury Fashion Goods berpengaruh positif dan signifikan terhadap Purchase Intention of Luxury Fashion Goods di Michael Kors Tunjungan Plaza Surabaya.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Luxury Brands, brand consciousness, fashion innovativeness, social comparison, attitude, purchase intention
Subjects: Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Lily Lokito
Date Deposited: 06 Aug 2018 11:19
Last Modified: 06 Aug 2018 11:19
URI: http://repository.ukwms.ac.id/id/eprint/15330

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