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All Journal Research Report - Social Science Media Ekonomi dan Manajemen Bina Ekonomi: Majalah Ilmiah Fakultas Ekonomi Universitas Katolik Parahyangan Jurnal Manajemen Maranatha Parahyangan Management Science and Practices Review Matrik: Jurnal Manajemen, Strategi Bisnis, Dan Kewirausahaan
V. J. Wisnu Wardhono
Jurusan Manajemen, Fakultas Ekonomi Universitas Katolik Parahyangan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences

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Prestige or Function? A Study of Intention to Buy Luxury Brands in Indonesia Teresia Debby; Atik Aprianingsih; Agus Hasan Pura Anggawidjaja; VJ Wisnu Wardhono; Kaustubh Virkar
Media Ekonomi dan Manajemen Vol 39, No 1 (2024): January 2024
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v39i1.4502

Abstract

This study explores the relationship between hedonic and functional value toward the intention to buy luxury brands as direct effects and through attitude toward luxury brands. This study used a survey to gather data from 113 respondents with birth years between 1981 and 2012 who had purchased luxury brands. This study used the partial least squares structural equation modelling (PLS-SEM) to evaluate the model and hypotheses. The result shows that hedonic value positively and significantly affects the intention to buy luxury brands. In addition, the result shows a positive relationship between hedonic value and intention for luxury brand purchases through attitude towards luxury brands. Functional value positively affects the intention to buy luxury brands. Meanwhile, functional value does not significantly affect attitude toward luxury brands. Furthermore, attitude toward luxury brands has a significant effect on the intention to buy luxury brands. Understanding these relationships can help marketers develop effective strategies to attract and retain consumers of luxury brands.
Co-Authors Agus Hasan Agus Hasan Pura Anggawidjaja Agus Hasan Pura Anggawidjaja Anggita, Meidila Atik Aprianingsih Atik Aprianingsih Avadhut Patwardhan Chris Petra Agung Ida Nuraida Ivan Prasetya Kasereka Majaribu Emmanuel Kaustubh Virkar Prasetya, Ivan Teresia Debby Teresia Debby Verdio Setyo Herwanto, Stefanus Yemima, Gracia