AN ANALYSIS OF HOW BRAND VALUE PERCEPTIONS AND THE MEDIATING ROLE OF BRAND ATTACHMENT IMPACTS PURCHASE BEHAVIOR TOWARDS LUXURY FASHION BRANDS IN JAKARTA

• Main Author: Nabila Putri, Keisha
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80871
• Institution: Institut Teknologi Bandung

The trend of luxury fashion goods is very high in several countries, including Jakarta. Indonesia’s luxury market is growing annually, causing the consumption of luxury goods to increase as well. With the growth of the luxury market in Indonesia, it is important to study the contributing factors that drive these consumers' luxury fashion purchase behavior. The purpose of this study is to understand the Indonesian luxury fashion consumers? behavior and how the role of brand value perceptions and brand attachment impacts it, specifically in Jakarta. The research is based on a survey of actual luxury consumers who have purchased products from two categories of international luxury brands (Apparels, Footwear, and Handbags). This study examined several variables, comprising functional value perceptions, personal value perceptions, and social value perceptions, in order to determine which factors had the most influence on respondents' intentions to buy luxury goods. For data analysis in this study, SMART PLS and PLS SEM are used.