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Arief Noviarakhman Zagladi
Universitas Negeri Malang
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Journal : eCo-Buss

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Pengaruh Brand Love Terhadap Purchase Intention Melalui Brand Jealousy Shafa' Annisa Puspasari; Arief Noviarakhman Zagladi
eCo-Buss Vol. 7 No. 2 (2024): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v7i2.1802

Abstract

The consumption of luxury goods in the world is currently increasing. However, for some people, purchasing luxury branded goods is not only to meet basic needs, but also to show their exclusivity and social class in front of the public. The purpose of this study was to determine the factors that can influence purchasing interest such as brand love and brand jealousy. This study uses a quantitative method with descriptive and explanatory research types. To determine this influence, a survey was conducted using a questionnaire distributed to 100 respondents. The data analysis technique was carried out using Partial Least Square (PLS) using SmartPLS software. The results of the study showed that brand love has a direct and indirect effect on purchasing interest mediated by brand jealousy. Brand love was also found to have a positive effect on brand jealousy. In addition, brand jealousy also has a positive effect on purchase intention.
Co-Authors Abul Hasan Asyari Achmad Murdiono Afwan Hariri Ahmad Taufiqurrahman Asy'ari Ahmad Wahyudin Aini, Nurul Qurrotul AMELIA SETYAWATI Amelia Sugangga Aris, Nyuherno Arlindo do Ceu Fatima Asyari, Abul Hasan Basuni, Basuni Buyung Adi Dharma Cecilia Indah Hapsari Christianadi, Januar Ika Damis Veri Budianto Daris Itsar Samudra Djoewita Egie Nugraha, Diki Eko Juni Wahyudi Elfia Nora, Elfia Enjelika, Enjelika Ernawati Ernawati Fadilla, Dian Fajar Azmi Kurniawan, Fajar Azmi Firda Nosita Fitriani, Nur Afika Fitriyah Fitriyah Gozi, Ahmad Handri Dian Wahyudi Helmi Abidin Hikmawati, Kuncoro Aprilia Imam Mukhlis Imam Muklhlis Ismawati, Lilik Iva Khoiril Mala Jayen, Fredy Kusumaningrum, Dyah Ayu Dwi Lohana Juariyah Madziatul Churiyah MARIA BINTANG Markhamah, Siti Masula, Fariham Muhammad Ajye Saputra Nadliroh, Indah Datin Nuril Aulia Munawaroh Nurmalisa Nurmalisa Nurus Sjamsi Oktaviani, Fadhilah Nur Parawansah, Rosa Indah Prabowo, Stanley Puji Handayani Puji Handayati Purwanitasari, Lili Putri Pertiwi, Nicky Esa Chita Pyng, How Shwu Rachmawati, Dita Rahma, Nida Adenia Rahman, Iradah Ratna Mitasari Readi, Robbi Resty Agustin Resty Agustin Rifqa Faulia Putri Rohmanulloh, Arif santoso, fuji Sa’adah, Najmas Shafa' Annisa Puspasari Sinta Puspitasari, Dewi Sopiah, Sopiah Sopiah, Sopiah Sugangga, Rayyan Sugiarti Ramadhan, Tri Sutrisno Sutrisno Syihabudhin Tani, Lukas Greddyansyah Wibisono, Yohanes Yandi, Andri Yusnita Wardani