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