| dc.description.abstract | Louis Vuitton, the fashion retailer owned by LVMH Group, is a leader of luxury goods brands in the world that is familiar to the lovers, has a strong and dynamic growth since it has been established in 1987. As a luxury brand to target consumers at the top of the wealth spectrum, it will be investigated whether Louis Vuitton with its luxury and its values can make the lovers willing to spend more money to obtain a product of this premium brand. The purpose of this study is to test the model of the previous research conducted by Miller and Mills (2011); and Kamakura and Russell (1993). The research method used in this study is a quantitative method to the population of authentic Louis Vuitton consumer that live in Surabaya. From this population, 51 respondents drawn as a sample. The data processing, used SPSS 16.0 software.
The results from this study are there is a significant effect of Consumer Preference to Brand Value, Product Innovation to Brand Luxury, as well as the influence of Brand Value and Brand Luxury to Willingness to Pay a Premium. Based on the analysis and test that have been done, it can be concluded that the four hypotheses proposed in this study received, in which the results of this study that the first hypothesis, second hypothesis, third hypothesis, and fourth hypothesis were significant. The implications of this research as a whole may be used in future research as a reference, and contribute to the university and the researchers themselves. In addition, this study can also be used for practitioners, especially for the management of Louis Vuitton in order to increase the Willingness to Pay a Premium of its consumers. Future studies are expected to conduct further research using the same model, but using objects from different industries, or by adding a few other variables, so it can obtain a broader discourse. | en_US |
