THE INFLUENCE OF BANDWAGON CONSUMPTION TOWARDS PURCHASE INTENTION ON SHOES BRAND

Danada, William (2023) THE INFLUENCE OF BANDWAGON CONSUMPTION TOWARDS PURCHASE INTENTION ON SHOES BRAND. S1 thesis, Universitas Atma Jaya Yogyakarta.

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Abstract

This study aims to determine consumer behavior in buy sports shoes. This type of research is explanatory research that aims to examine the causal relationship between two phenomena or between variables. In this study, there are three variables independent, namely bandwagon consumption, conspicuous value, and social value, as well as three dependent variable, purchase intention, willingness to pay more, and brand attractiveness. This research uses a sample of 162 respondents with criteria above 15 years and a maximum of 45 years, and make purchases of shoes at various stores, both online stores and official stores through dissemination online questionnaire. Furthermore, the questionnaire also asks about the respondent’s job and also their income or pocket money. Data analysis using the smart PLS application. The results shows that bandwagon consumption has a positive effect toward purchase intention, willingness to pay more, and brand attractiveness. Result from the research also shows that conspicuous value has a positive effect towards purchase intention and brand attractiveness, even though it has no effect toward willingness to pay more. For social value, the results show no effects toward purchase intention and brand attractiveness, although it shows positive result toward willingness to pay more.

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