THE INFLUENCE OF MATERIALISM VALUES TOWARDS YOUNG CONSUMERSâ LUXURY FASHION PURCHASE INTENTION IN INDONESIA
Indonesia became one country of luxury fashion global expansion to developing markets. Indonesia has a large number of high-net-worth individuals that continues rising steadily, boosting sales of luxury fashion products. The luxury fashion industry in Indonesia is forecasted to expand by 7.98% an...
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| 格式: | Final Project |
| 語言: | Indonesia |
| 在線閱讀: | https://digilib.itb.ac.id/gdl/view/56907 |
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| 機構: | Institut Teknologi Bandung |
| 語言: | Indonesia |
| 總結: | Indonesia became one country of luxury fashion global expansion to developing markets.
Indonesia has a large number of high-net-worth individuals that continues rising steadily,
boosting sales of luxury fashion products. The luxury fashion industry in Indonesia is
forecasted to expand by 7.98% annually. Indonesia's young consumers have shown its
potential to be attracted by luxury fashion companies. Aligned with greater income and
higher exposure of luxury fashion obtained by young consumers in Indonesia, it is predicted
to be aligned with the increase of materialism values. Materialism values have proven to
positively influence luxury brand consumption in several countries and are composed of
social recognition, appealing appearance, financial success, defining success, acquiring
centrality and pursuit of happiness. Yet, it is unclear whether materialism values are also
influential towards young luxury fashion consumers' in Indonesia. This research has the
purpose to identify the variables of materialism values that positively influence purchase
intention and give recommendations that can be implemented by luxury fashion companies to
generate stronger marketing strategies. The quantitative method using an online questionnaire
is used with the judgemental sampling technique. The data gathered from 317 respondents is
tested using PLS-SEM. The research findings shows the influential variables of materialism
that positively influence brand engagement in self-concept as the mediating variable and have
positive indirect effect towards purchase intention from the strongest to weakest effects
respectively are acquisition centrality, appealing appearance, pursuit of happiness and social
recognition. The recommendation that can be implemented by luxury fashion companies is
designing the advertisements and campaigns that are able to bring out the luxury consumers’
feeling regarding these influential materialism values variables. |
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