THE EFFECT OF USING LUXURY GOODS ON THE SELF-CONFIDENCE OF ITS USERS

• Main Author: Elvina Sembiring, Hany
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68694
• Institution: Institut Teknologi Bandung

The definitions of Luxury Goods can be defined as high-quality things that offer unique value, are worthy of high price, and have a prestigious image according to the users. However, the definition of luxury from people’s point of view is changing as time pass. The demand for luxury goods is increasing as well. There are many emergence of new brands, the increase, and decrease of a brand value in users' opinion. The paper is aiming to study how luxury goods affect the self-confidence of consumers. The writer believes that self-confidence is affecting the sales of luxury goods in a society where there is a correlation between both subjects. The social class created in society makes people try to achieve the upper social class. The research is done through a survey where the category of luxury is divided into 3 which are cars, goods, and houses. The reason is people’s preferences for luxury are different. It is proven in the questionnaire where there are some of the respondents chose cars and houses as their type of luxury. The research includes the feelings of consumers while buying and wearing luxury goods. The ability of people to buy luxury goods is also affecting the emergence of fake or counterfeit luxury goods. It might be an option for people who may not be willing to spend a lot of money but still wants to look luxurious or fashionable by buying fake or counterfeit luxury goods. The result shows that there is an impact of using luxury goods in increasing the self-confidence of consumers.