The Relationship Between Self-Presentation and Customer Purchase Intention in the Case of LINE Premium Stickers in Indonesia: Mediated by Symbolic Value and Playfulness and Moderated by Need for Uniqueness

Abstract

This research investigates the dynamics between self-presentation and customer purchase intention in LINE Premium Stickers, focusing on the Indonesian market. In the digital communication age, where digital expression is expected, this research focuses on the significance of LINE Premium Stickers for shaping the customer’s online identity. By thoroughly examining existing research and practical studies, the research underscores the impact of self-presentation on customer purchasing intention, mediated by symbolic value and playfulness. Additionally, the need for uniqueness serves as a moderator in how and why purchases are made. The study was conducted on LINE users in Indonesia who are aware of LINE Premium Stickers. The researchers then spread questionnaires through social media platforms to collect data and analyse using the PLS-SEM method, which was used to assess 105 out of 119 respondents' data that were eligible for the research. The analysis shows that the positive influence of self-presentation on customer purchase intention is the significant role of symbolic value as a mediator between self-presentation and customer purchase intention. On the other hand, the role of playfulness as a mediator and the role of the need for uniqueness as a moderator between self-presentation and customer purchase intention is insignificant. Recognizing LINE Premium Stickers as integral tools for online self-presentation, this research aims to provide insights guiding LINE in accurately tailoring its offerings to diverse user preferences, facilitating sustained engagement and leadership in the dynamic digital communication landscape.

Keywords: Self-presentation, Customer purchase intention, Symbolic value, Playfulness, Need for uniqueness, LINE premium stickers.