PENGARUH TERMINAL VALUES DAN INSTRUMENTAL VALUES TERHADAP KESADARAN MERK DAN NIAT PERILAKU DALAM PEMBELIAN FASHION BERMEREK MEWAH (STUDI KASUS PEMBELIAN MEREK GUCCI)

Raymond Ferdinand, Margaretha Pink Berlianto

Abstract


Currently, people are not only concerned with primary needs (physiological needs), but also the needs of luxury goods. consumption of luxury goods is characterized by a clearly restricted social class; luxury is limited to the aristocratic class. The focus of this research is the middle- and upper-class people who have a hedonistic lifestyle and have an awareness of fashion trends. To decide to buy a luxury product, it can be influenced by the brand value of the product which can be mediated by consumer awareness of the brand such as what feelings and emotions are caused by the luxury product brand. Therefore, in this study, we will find out whether there is a positive influence between terminal values and instrument values ??on brand awareness and behavioral intention to purchase. This research uses quantitative methods, data is taken using Google Form which is distributed to 40 people for preliminary studies and 272 respondents for actual research. Data collection was done by using convenience sampling. The data obtained was processed using the SmartPls 3.0 application

BAHASA INDONESIA ABSTRACT

Saat ini, masyarakat tidak hanya peduli dengan kebutuhan primer (kebutuhan fisiologis), tetapi juga kebutuhan barang mewah. konsumsi barang mewah ditandai dengan kelas sosial yang jelas dibatasi, kemewahan terbatas pada kelas aristokrat. Focus pada penelitian ini adalah masyarakat kalangan menengah ke atas yang memiliki gaya hidup hedonis dan memiliki kesadaran tentang tren mode. Untuk memutuskan membeli produk mewah, dapat dipengaruh oleh nilai merek produk tersebut yang dapat dimediasi oleh kesadaran konsumen terhadap merek seperti perasaan dan emosi apa yang ditimbulkan merek produk mewah. Oleh karena itu dalam penelitian ini akan mencari tahu Apakah terdapat pengaruh positif antara terminal values dan instrument values terhadap kesadaran merek dan niat perilaku pada pembelian. Penelitian ini menggunakan metode kuantitatif, data diambil dengan menggunakan Google Form yang disebarkan kepada 40 orang untuk studi pendahuluan dan 272 responden untuk penelitian actual. Pengambilan data dilakukan dengan menggunakan convenience sampling. Data yang diperoleh diolah dengan menggunakan aplikasi SmartPls 3.0.


Keywords


Terminal Values; Instrument Values; Brand Consciousness; Behavioral Intentions

Full Text:

PDF

References


De Silva, S. S., Seeley, E. L., Ongsakul, V., & Ahmed, Z. U. (2020). Conceptualizing a new model for luxury brand purchase intention in an emerging country setting. Journal of Transnational Management, 25(2), 100–127. https://doi.org/10.1080/15475778.2020.1734419

Giovannini, S., Xu, Y., & Thomas, J. (2015). Luxury fashion consumption and Generation Y consumers: Self, brand consciousness, and consumption motivations. Journal of Fashion Marketing and Management, 19(1), 22–40. https://doi.org/10.1108/JFMM-08-2013-0096

Islam, T., & Chandrasekaran, U. (2019). Religiosity, values and consumer behaviour: a study of young Indian Muslim consumers. Journal of Consumer Marketing, 36(7), 948–961. https://doi.org/10.1108/JCM-10-2017-2415

Kautish, P., Khare, A., & Sharma, R. (2020). Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption. Journal of Product and Brand Management, 30(4), 513–531. https://doi.org/10.1108/JPBM-08-2019-2535

Kautish, P., & Sharma, R. (2018). Study on relationships among terminal and instrumental values, environmental consciousness and behavioral intentions for green products. Journal of Indian Business Research, 13(1), 1–29. https://doi.org/10.1108/JIBR-01-2018-0013

Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors Influencing Online Shopping Behavior: The Mediating Role of Purchase Intention. Procedia Economics and Finance, 35, 401–410. https://doi.org/10.1016/s2212-5671(16)00050-2

Parthasarathy, M., Lane, V., & Stansifer, M. L. (2015). A time-based analysis of changing consumer values in India. Journal of Indian Business Research, 7(3), 271–291. https://doi.org/10.1108/JIBR-12-2014-0091

Pusparisa, Y. (2021). Louis Vuitton, Produk Mewah dengan Nilai Merek Terbesar pada 2021. 10 Agustus. https://databoks.katadata.co.id/datapublish/2021/08/10/louis-vuitton-produk-mewah-dengan-nilai-merek-terbesar-pada-2021

Sangaji, R. (2021). Indonesia’s Luxury Goods Market During the Pandemic. 12 Januari. https://brightindonesia.net/2021/01/12/indonesias-luxury-goods-market-during-the-pandemic/

Sharda, N., & Bhat, A. (2019). Role of consumer vanity and the mediating effect of brand consciousness in luxury consumption. Journal of Product and Brand Management, 28(7), 800–811. https://doi.org/10.1108/JPBM-09-2017-1564

Srinivasan, R., Srivastava, R. K., & Bhanot, S. (2014). A Study of the antecedents of purchase decision of luxury brands. IOSR Journal of Business and Management, 16(5), 98–114. https://doi.org/10.9790/487x-165298114


Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Raymond Ferdinand, Margaretha Pink Berlianto

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

favicon  Fakultas Ekonomi dan Bisnis | Universitas Pelita Harapan | Kampus Universitas Pelita Harapan | Gedung F Lt. 12 | Lippo Karawaci, Tangerang - 15811 | Telp 021-5460901 | Fax 54210992