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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

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dc.contributor.author PRIHASTININGTYAS, DESTYARINI
dc.date.accessioned 2019-10-04T04:33:08Z
dc.date.available 2019-10-04T04:33:08Z
dc.date.issued 2018-12-21
dc.identifier.uri http://hdl.handle.net/123456789/1512
dc.description.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 en_US
dc.language.iso ina en_US
dc.publisher Universitas Pelita Harapan Surabaya - Department Of Business School - Faculty Of Management en_US
dc.subject Brand Consciousness en_US
dc.subject Materialsm en_US
dc.subject Social Comparison en_US
dc.subject Fashion Innovation en_US
dc.subject Fashion Involvement en_US
dc.subject Attitude Towards Purchasing Luxury Fashion Goods en_US
dc.subject Purchase Intent of Luxury Fashion Goods en_US
dc.subject Michael Kors en_US
dc.title 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 en_US
dc.type Thesis en_US


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