Pengaruh Faktor-Faktor Brand Consciousness, Fashion Innovativeness, dan Fashion Involvement terhadap Sikap dan Niat Membeli Luxury Fashion Brands di Surabaya

Henry Ricardo

Abstract


Penelitian ini bertujuan untuk menganalisa pengaruh dari brand consciousness, fashion innovativeness, fashion involvement terhadap sikap dan niat membeli luxury fashion brands di Surabaya. Penelitian ini bersifat konklusif dan diklasifikasikan dalam jenis riset kausal dengan menggunakan pendekatan kuantitatif. Data dikumpulkan melalui online survey menggunakan instrumen kuesioner dengan respon yang dapat digunakan dari 110 responden. Responden adalah konsumen luxury fashion brands di Surabaya. Data diolah menggunakan pendekatan persamaan model struktural dengan teknik Partial Least Square. Analisis data menunjukkan bukti kuat untuk mendukung keseluruhan hipotesa penelitian.

Keywords


Luxury Fashion Brands, Brand Consciousness, Fashion Innovativeness, Fashion Involvement, Attitude, Purchase Intention.

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References


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