FACTORS AFFECTING GENERATION Z ATTITUDES AND PURCHASE BEHAVIOR TOWARDS BUYING LUXURY FASHION PRODUCT

• Main Author: Ulfa Mulia Arta, Prima
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61139
• Institution: Institut Teknologi Bandung

As Generation Z is aware of luxury fashion brands and started spending their money on luxury fashion products, the market of luxury fashion products was having a demographic shift in their consumer. Generation Z is becoming the potential main target in the luxury fashion industry. This study aims to identify the Generation Z attitude towards buying luxury fashion products and purchase behavior as Generation Z has unique and different behavior to other generations. Not only that, but this study also reveals the relationship between attitude, subjective norm, perceived behavioral control, and purchase intention as well as the behavior. The approach will be quantitative by using Partial-Least Square (PLS) - Structural Equation Modeling (SEM) analysis. The findings show that social media influencers, sustainability value, brand collaboration, hedonic value, and price-quality value have a positive and significant impact on Generation Z’s attitude towards buying luxury fashion products. Also, proving the Theory of Planned Behavior, Generation Z attitude, subjective norms, and perceived behavioral control positively and significantly influence the purchase intention in terms of buying luxury fashion product, adding that purchase intention also have a strong impact on the purchase behavior. The analysis obtained indicates that the attitudes towards buying luxury fashion give an indirect impact on Generation Z’s luxury fashion purchase behavior. The implication of the findings will become insights for luxury fashion brands as preparation for approaching Generation Z, the future biggest luxury customer