PERAN MEDIASI CUSTOMER STATUS ATAS PENGARUH SELF BRAND ASSOCIATION TERHADAP CONSPICUOUS CONSUMPTION PENGGUNA HUSH PUPPIES
(1) 
(*) Corresponding Author
Abstract
Merek dianggap menjadi penting dalam menciptakan identitas untuk konsumen yang diperlihatkan dengan asosiasi merek tertentu dan mengarah kepada peningkatan kesuksesan ekonomi sebagai nilai. Maka dari itu, kemewahan suatu merek saat ini mempengaruhi status konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh Self Brand Association dan Customer Status sebagai variabel mediasi terhadap Conspicuous Consumption seseorang. Penelitian ini merupakan riset kuantitatif yang disebarkan kepada 125 konsumen Hush Puppies di Surabaya dengan teknik purposive sampling. Data diolah menggunakan metode Statistikal Package for the Social Sciences (SPSS) dan analisis deskriptif. Hasil dari penelitian ini menunjukkan ada pengaruh Self Brand Association dan Customer Status sebagai variabel mediasi terhadap Conspicuous Consumption. Pengaruh Self Brand Association terhadap Conspicuous Consumption melalui mediasi Customer Status juga ditemukan dan menunjukkan pengaruh positif.
Keywords
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