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All Journal Jurnal Manajemen dan Kewirausahaan (JMDK)
Rachman Tri Fridian
Universitas Hayam Wuruk Perbanas
Decision Sciences, Operations Research & Management

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The Influence of Social Comparison Orientation on Attitudinal Loyalty, Brand Happiness, and Willingness to Purchase a Masstige Brand Rachman Tri Fridian; Burhanudin Burhanudin
Jurnal Manajemen dan Kewirausahaan Vol 11, No 2 (2023): December (2023)
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v11i2.10501

Abstract

Individuals often compare themselves to others because of the rise of social media, which can make them want to buy something like a luxury brand. However, reaching luxury brand will be difficult because in addition to the high price, the product is also made in limited quantities. Therefore, masstige brand is an alternative that companies can use. This study aims to determine the effect of social comparison orientation on willingness to purchase masstige brands and their impact on attitudinal loyalty and brand happiness. In this study, there were 211 participants. Structured equation modeling was used to analyze data. The results of analysis show social comparison orientation has an impact on willingness to purchase a masstige brand, resulting in attitudinal loyalty and brand happiness.
Co-Authors Burhanudin Burhanudin