ANALISIS PENGARUH NEED FOR UNIQUENESS, SELF MONITORING, SELF-EXPRESSION ATTITUDE, SELF-PRESENTATION ATTITUDE, DAN AFFECTIVE ATTITUDE TERHADAP PURCHASE INTENTION PRODUK CHARLES & KEITH DI SURABAYA

Abstract

Charles & Keith continue to be a foreign brand that is quite influential in Indonesia’s fashion business, proven through the existence of successful outlets and annual bazaar events. Charles & Keith’s success comes from its ability to provide consumers a way to express themselves. This study examines the effects of individual characteristics (consumers’ need for uniqueness and self monitoring) and brand-associated variables (self-expression attitude, self-presentation attitude and affective attitude) towards consumers purchase intention of Charles & Keith products in Surabaya. This study looks at a sample of a total of 130 female living in Surabaya ranging in ages 18-40 years old, making purchase at Charles & Keith within a six-month period. Hypotheses are tested using Structural Equation Modeling (SEM) with AMOS 16.0 software. This research model represent that purchase intention variable is affected by self-expression attitude and self-presentation attitude variables through affective attitude variable. Self-expression attitude is affected by need for uniqueness variable while self-presentation attitude is affected by self-monitoring variable. Based on coefficient regression calculation, these findings state that affective attitude has positive and significant effect towards purchase intention variable. Self-presentation attitude is the most dominant variable affecting affective attitude. Self-presentation attitude variable is also affected by self monitoring variable.