Anteseden dari purchase behavior pada luxury clothes
P Penelitian ini bertujuan untuk menganalisis pengaruh Materialism, Conspicuous Consumption, Quality, Social Value dan Status terhadap Purchase Intention serta pengaruh Purchase Intention terhadap Purchase Behavior. Penelitian ini dilakukan pada 222 konsumen yang pernah membeli pakaian mewah. Data penelitian diperoleh melalui kuesioner online (google form). Teknik penarikan sampel yang digunakan dalam penelitian ini yaitu purposive sampling. Alat analisis data yang digunakan adalah Structural Equation Model (SEM). Hasil penelitian ini menyimpulkan bahwa variabel Materialism, Quality, Social Value dan Status berpengaruh positif dan signifikan terhadap Purchase Intention. Sedangkan Conspicuous Consumption tidak berpengaruh terhadap Purchase Intention. Selanjutnya, Purchase Intention berpengaruh positif dan signifikan terhadap Purchase Behavior.
T This research aims to analyze the influence of Materialism, Conspicuous Consumption, Quality, Social Value and Status on Purchase Intentions as well as the influence of Purchase Intentions on Purchase Behavior. This research was conducted on 222 consumers who had purchased luxury clothing. Research data was obtained through an online questionnaire (google form). The sampling technique used in this research is purposive sampling. The data analysis tool used is the Structural Equation Model (SEM). The results of this research conclude that the variables Materialism, Quality, Social Values and Status have a positive and significant influence Purchase Intentions. Meanwhile, Conspicuous Consumption has no effect on Purchase Intention. Apart from that, Purchase Intention has a positive effect on Purchase Behavior.