ANALISIS PENGARUH BRAND CONSCIOUSNESS, MATERIALISM, SOCIAL COMPARISON, FASHION INNOVATIVENESS, FASHION INVOLVEMENT TERHADAP PURCHASE INTENT OF LUXURY FASHION GOODS MELALUI ATTITUDE TOWARDS PURCHASING LUXURY FASHION GOODS PADA KONSUMEN MICHAEL KORS DI SURABAYA
Abstract
Fashion becomes a part that cannot be separated from the daily appearance
and style of the individual. The objects used in supporting fashion such as clothes,
bags, and other accessories are not just body covers or as decoration. Michael
Kors recorded a proud achievement because Michael Kors managed to have high
income and continued to grow more than 3 USD 3 billion in addition to Michael
Kors' net profit. Michael Kors is one of the top 10 luxury bag brands that are
attracted by women in the world who are examined by Digital Luxury Group and
Luxury society and are one of the 10 most popular brands in search engines, for
example on Google. Michael Kors is also a brand that follows the current trend
because he doesn't only focus on bags, clothes but Michael Kors also sells
watches but watches that are sold are not only digital or analog watches but
Michael Kors will also issue a smartwatch is becoming a trend.
This study aims to analyze the effect of Brand Consciousness variables,
Materialm variables, Social Comparison variables, Fashion Innovativeness
variables and Fashion Involvement variables on Attitude Purchase Intent of
Luxury Fashion Goods through Michael Kors' Towards Purchasing Luxury
Fashion Goods in Surabaya. By using a quantitative approach with Structural
Equation Model (SEM) analysis techniques and AMOS 22.0 software. The
questionnaire was distributed to 135 respondents as a sample where the
characteristics of respondents consisted of men and women in the age range of 18-
65 years, consumers domiciled in Surabaya, had bought and used Michael Kors
products in the past year, and knew the characteristics of the products Michael
Kors products.
The results showed that the Brand Consciousness variable had a
significant effect on the Attitude Towards Purchasing Luxury Fashion Goods
variable, Materialism variables had a significant effect on the Attitude Towards
Purchasing Luxury Fashion Goods variable, the Social Comparison variable had a
significant effect on the Attitude Towards Purchasing Luxury Fashion Goods
variable, the Fashion Innovativeness variable had a significant effect for the
Attitude Towards Purchasing Luxury Fashion Goods variable, the Fashion
Involvement variable has a significant effect on the variable Attitude Towards
Purchasing Luxury Fashion Goods and variable Attitude Towards Purchasing
Luxury Fashion Goods has a significant effect on the variable Purchase Intent of
Luxury Fashion Goods
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