PENGARUH TERMINAL VALUES DAN INSTRUMENTAL VALUES TERHADAP KESADARAN MERK DAN NIAT PERILAKU DALAM PEMBELIAN FASHION BERMEREK MEWAH (STUDI KASUS PEMBELIAN MEREK GUCCI)
Schlagworte:
Terminal Values, Instrument Values, Brand Consciousness, Behavioral IntentionsAbstract
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.
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