Lindiarto, Clements Eric Cantona (2019) DETERMINING THE FACTORS THAT INFLUENCE THE CONSUMER BEHAVIOR TO PURCHASE LUXURY FASHION BRANDS AMONG GENERATION Z IN INDONESIA YEAR 2018-2019. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.
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Text (Clements Eric Cantona Lindiarto)
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Abstract
The main purpose of this research is to know about the determining factors that influence the consumer behavior to purchase luxury fashion brands among generation Z in Indonesia. In today market, luxury goods have grown considerably, and it can be afforded for middle class consumers. It can be said from the definition above that luxury goods expressed as product that purchased by consumers because it has symbolic meaning. This research uses online questionnaire to collect the data, which is distributed to 309 respondents. This research is using SEM-PLS as the analyzing tool. The results show that conspicuous consumption, explorative purchase, extended-self, hedonism has significant and positive effect to the consumer behavior, and the rest of the variables which are need for uniqueness, and vanity are not significant but have positive effect to the consumer behavior. It is better for the further research to add more demographic variables and also specify the products so the respondents can reach better understanding. The result of this research can help the companies of luxury fashion brands especially in Indonesia for their managerial decision related to strategy support of a luxury brands. The marketer can promote the products by launching in every outlet in Indonesia providing a number of variants. This means promoting the brand intensively, so many consumers will be more aware of the emergence of new brand and hence prefer the product.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Luxury fashion brands, consumer behavior, Indonesian consumer, conspicuousness consumption, hedonism, vanity, need for uniqueness, extendedself, explorative purchase. |
| Subjects: | Business Management > International Marketing |
| Divisions: | Fakultas Ekonomi > Manajemen Internasional |
| Depositing User: | Editor UAJY |
| Date Deposited: | 16 Nov 2021 09:50 |
| Last Modified: | 16 Nov 2021 09:50 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/25320 |
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