CONSUMERS’ PURCHASE INTENTION TOWARDS DIAMOND JEWELRY IN INDONESIA

• Main Author: Yurezka Amelia, Sindy
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72410
• Institution: Institut Teknologi Bandung

Shopping is about acquiring needed goods and service as consumer shopping is based on money value. However, modern shoppers buy this in order to satisfy psychological needs especially in luxury goods. The luxury goods industry is unique and different from other industries. The first chapter of this research discuss about research background that the decreasing of Indonesia’s GDP growth from 2011 to 2015 does not influence the sales of the jewelry retailing category in Indonesia. In chapter two, literature review will be explained such as the personality factors that have been used in order to predict consumers’ intentions to purchase diamond jewelry were self identity, need for status, need for conspicuousness, need for acceptance and need for uniqueness. Consumers’ motivation and barriers were analyzed by conducting interviews as main study. This research analyzed reasons why consumers purchase and consume diamond jewelry and what are their intention in buying diamond jewelry including their motivations and considerations in buying those luxury goods by using qualitative interviewing techniques. Chapter three explained about the methodology that is used in conducting this research, those are in-depth interviews with 7 respondents who will be the key informants and giving the huge impact on findings of this study. The quality of this research is related to generalizability of the result and thereby to the testing and increasing the validity or trustworthiness of the research. Chapter four shows the findings and analysis of the interviews, results of the interviews revealed that the majority of the respondents are mostly motivated by their self-identity, need for uniqueness and also need for status when intending to buy diamond jewelry. The respondents also consider diamond jewelry as an investment to be their motivator, since it can be resell and be trade-in for the new one. Words of mouth from their friends give them the big influence to convince them in their buying decision for diamond jewelry. Nevertheless, price was found to be the most frequent barrier when making decisions to purchase or not. The last chapter consists of the conclusion that is generated from the analysis in the previous chapter. Diamond jewelry marketers may inspire more sales from target consumers when having a deeper understanding of the reasons why consumers buy diamond jewelry. Marketers should try to make use of value-expressive appeals since the consumers buy diamond jewelry for symbolic benefits. Marketers ought to give the best service and the best quality for their product itself. On the consumers’ side, they should buy only certified diamonds and keep the certificate safe since they purchase diamond jewelry for investment purposes as well. They also should gather the complete informations towards diamond and set their budget specifically before they make purchase decision.