Consumer Motivation and Purchase Intention towards Gold Products in Indonesia

• Main Author: Rochmah Anggraeni 29115686, Siti
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31004
• Institution: Institut Teknologi Bandung

Gold industry has a significant position in the economic growth of Indonesia. Gold products have various forms such as gold jewelry, and gold bars and coins. Moreover, gold products have three main uses as investment, ornamentation, and gift-giving. Nowadays, there is increasingly intense competition in the gold industry both local and global players make consumers have more options to buy gold. So that, consumer motivation is important for business since it can influence consumer behavior and actions, which ultimately affects the profitability of a business. This study aims to know the influence of consumer motivation factors towards purchase intention of gold products in terms of utilitarian and symbolic motive are investment, ornamentation, and gift-giving. <br /> <br /> This research use quantitative method. Quantitative method is done by distributing questionnaires to 120 respondents in Bandung area and analyzed using multiple linear regression analysis. Data analysis was done using SPSS version 25 to know the influence of consumer motivation towards purchase intention of gold products. <br /> <br /> The results shows that investment has a positive and significant influence on all types of consumers (millennials men, millennials women, men >35 years old, and women >35 years old). Ornamentation motive has a negative and not significant influence on all types of consumers, except for women >35 years old. Meanwhile, gift-giving motive has a positive and significant to all types of consumers, except for millennials men. Independent variables in women >35 years old have a significant correlation in all of independent variables. Men >35 years old only have a significant correlation for ornamentation and gift-giving motive, while investment and ornamentation not have a significant correlation, investment and gift-giving not have a significant correlation. For men and women millennials investment and ornamentation, ornamentation and gift giving respectively have a significant correlation, whilst investment and gift-giving not have a significant correlation. All types of consumers choose investment as their greatest motivation to buy gold products. <br /> <br /> Recommendation for the company is to maximize the utilization of social media to attract the attention of millennials men and women as well as men >35 years old. For women >35 years old should do referral program, and conducting seminar or talk show regularly. <br />