<![CDATA[The fashion industry has increasingly developed toward masstige products that combine prestige, symbolic value, and affordability. Yet, declining brand performance highlights the need to understand the factors shaping consumers’ purchase intentions. This study aims to examine the effects of functional value and symbolic value on masstige fashion purchase intention and investigate the mediating role of consumer inspiration among Mango women’s workwear consumers in Bandung City. A quantitative approach was employed using a survey of 100 female respondents aged 18–40 selected through purposive sampling. Data were collected using a five-point Likert scale and analyzed through validity and reliability tests, classical assumption tests, multiple linear regression, and the Sobel test using IBM SPSS Statistics 27. The findings show that functional value and symbolic value significantly and positively influence consumer inspiration and masstige fashion purchase intention. Consumer inspiration also positively influences purchase intention. Furthermore, consumer inspiration significantly mediates the effects of functional value and symbolic value on purchase intention. These findings indicate that functional and symbolic benefits influence purchase intention both directly and through consumers’ inspirational psychological responses. The study highlights the importance of combining functional excellence, symbolic meaning, and inspirational marketing strategies in masstige fashion.]]>
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