PENGARUH SOCIAL INFLUENCES, PSYCHOLOGICAL FACTORS, DAN PRODUCT ATTRIBUTE CUES TERHADAP PURCHASE INTENTION MELALUI ATTITUDE PADA PRODUK TAS BERMEREK DI SURABAYA

Abstract

Indonesia has been experiencing a significant growth in economic sectors in recent years (2008-2010), and Indonesia is also recognized as an emerging market (a nation with social or business activity in the process of rapid growth and industrialization). As a result, more and more global brands or foreign brands come to Indonesia, including branded bags or apparels which are varied from the middlelower brands to luxury brands. Ironically, as luxury brands grow (in this case, luxury brand bags) and add more stores in Indonesia, counterfeit luxury brands also seem to grow in the market. Consequently, it needs a further research on consumer behavior or attitude towards luxury brand bags and purchase intention so that the manufacturers or the marketers of luxury brand bags can know more about the behavior of luxury brand bags’ consumers in Indonesia (especially in Surabaya which is used as a sample in this research). SEM (Structural Equation Modelling) with PLS (Partial Least Square) as a tool, was used to analyze the data in this research. The analyses consisted of Outer Model, Inner Model and hypotheses tests through coefficient path. The first step of validity and reliability test of research instrument was conducted by SPSS 15.0. The results of Outer Model and Inner Model analysis showed that model has fulfilled Goodness of Fit criteria. The result showed that 4 proposed hypotheses in this research were accepted. Theoretical suggestion which was proposed in this research was that the direct effects of the independent variabels used in this research on purchase intention could also be measured in the future research. Meanwhile, the practical suggestion for marketers or manufacturers of luxury brand bags was to pay attention to the role of social influences, psychological factors, and product attribute cues in forming consumers’ attitude which could also lead to purchase intention.