Pengaruh Persepsi Kualitas, Pengaruh Sosial, Dan Kebutuhan Akan Keunikan Terhadap Minat Pembelian Konsumen Luxury Brand Pada Generasi Y

Main Article Content

Dhevina Wangsa Putri
Louis Utama

Abstract

The purpose of this study was to determine 1) whether perceived quality affects the purchase intention of luxury brand consumers in generation Y. 2) whether social influence influences affect purchase intention of luxury brand consumers in generation Y. 3) whether need of uniqueness affect purchase intention of luxury brand consumers in generation Y. The sample used in this study is 40 generation Y consumer respondents who are very aware of the brand. The sampling technique used is non-probability sampling with a purposive sampling method. Overall results of this study are 1) Perceived Quality affects the purchase intention of luxury brand consumers in generation Y. 2) Social influence affects purchase intention of luxury brand consumers in generation Y. 3) Need of uniqueness affects purchase intention of luxury brand consumers in generation Y.



Tujuan penelitian ini adalah untuk mengetahui 1) apakah persepsi kualitas berpengaruh terhadap minat pembelian konsumen luxury brand pada generasi Y. 2) apakah pengaruh sosial berpengaruh terhadap minat pembelian konsumen luxury brand pada generasi Y. 3) apakah kebutuhan akan keunikan berpengaruh terhadap minat pembelian konsumen luxury brand pada generasi Y. Sampel yang digunakan pada penelitian ini yaitu 40 responden konsumen generasi Y yang sangat sadar akan merek. Teknik pengambilan sampel yang digunakan yaitu non-probability sampling dengan metode pengambilan sampel purposive sampling. Secara keseluruhan hasil dari penelitian ini yaitu 1) Persepsi Kualitas berpengaruh terhadap minat pembelian konsumen luxury brand pada generasi Y. 2) Pengaruh Sosial berpengaruh terhadap minat pembelian konsumen luxury brand pada generasi Y. 3) Kebutuhan akan Keunikan berpengaruh terhadap minat pembelian konsumen luxury brand pada generasi Y.

Article Details

Section
Articles
Author Biographies

Dhevina Wangsa Putri, Universitas Tarumanagara

Program Studi Manajemen Fakultas Ekonomi Universitas Tarumanagara, Jakarta

Louis Utama, Universitas Tarumanagara

Program Studi Manajemen Fakultas Ekonomi Universitas Tarumanagara, Jakarta

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