Faktor-faktor yang Memengaruhi Purchase Intention Luxury Brand melalui Dampak Rasional dan Emosional
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Abstract
The purpose of this study is to understand the factors that influence the purchase intention of consumers of Starbucks tumblers through emotional and rational effects. This research method is quantitative descriptive research by distributing the questionnaire with a non-probability sampling technique, which is a convenience sampling method to 207 respondents consisting 103 males and 104 females. The need for uniqueness is divided into two factors based on exploratory factor analysis on SPSS software, followed by confirmatory factor analysis to test the validity and reliability of the model. To test the hypothesis, this research used the multiple regression method and One-Way ANOVA to test the moderator variable. Based on the result, the research finding indicates that avoidance of similarity, creative choice, hedonism, and conspicuousness as emotional factors have a significant impact to purchase intention among consumers of Starbucks tumblers. Based on rational factors, only materialism that gives a significant impact on to purchase intention of consumers of Starbucks tumblers.
Penelitian ini bertujuan untuk mengetahui faktor-faktor yang memengaruhi purchase intention dari luxury brand secara emosional dan rasional pada konsumen tumbler Starbucks. Penelitian ini adalah penelitian deskriptif kuantitatif dengan membagikan kuesioner menggunakan metode penelitian non-probability sampling dan metode convenience sampling dengan jumlah responden 207 orang yang terdiri dari 104 perempuan dan 103 orang laki-laki. Pengolahan data yang dilakukan menggunakan SPSS adalah exploratory factor analysis dan confirmatory factor analysis. Sedangkan, untuk pengujian hipotesisnya menggunakan multiple regression dan untuk menguji variabel moderasinya menggunakan One-Way ANOVA. Berdasarkan hasil dalam penelitian ini, terbukti bahwa faktor emosional yang terdiri menghindari kesamaan, pilihan kreatif, hedonisme, dan konsumsi mencolok memengaruhi secara signifikan purchase intention pada konsumen tumbler Starbucks. Sedangkan, faktor rasional yang memberi pengaruh secara signifikan hanya dimensi materialisme.
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