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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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 02:50 |
| Last Modified: | 16 Nov 2021 02:50 |
| URI: | https://repository.uajy.ac.id/id/eprint/25320 |
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