Luxury Brand Perception, Social Influence, and Brand Personality to Predict Purchase Intention

Keni Keni, Ai Ping Teoh, Vincent Vincent, Wulan Purnama Sari
| Abstract views: 134 | views: 72


The key purpose of this study is to investigate the relationships between luxury brand perception, social influence, and brand personality towards purchase intention. It has been increasingly important for every company to improve its customers’ purchase intention in order to maintain the existence of the company, especially in an increasingly competitive business environment. Hence, this study was conducted to examine whether luxury brand perception, social influence, and brand personality have a positive and significant impact on purchase intention. This study was descriptive research and was conducted by using the cross-sectional method. The population of this research was all Indonesian smartphone users, and the sampling frame was limited to smartphone users who live in Jakarta, whereas purposive sampling was conducted for the data collection from respondents. The data collection was conducted by distributing questionnaires to 100 respondents through the internet and this study used SmartPLS software version 3.2.7. for the data analysis. The result of this study showed that luxury brand perception, social influence and brand personality have a significant and positive impact towards purchase intention. Therefore, it is essential for smartphone companies to maintain their image as a luxury brand, observe and improve customers’ influence to the others about the brand, and also associate the brand’s personalities with customers in order to increase the customers’ purchase intention.


Niat pembelian memiliki peran yang semakin penting untuk setiap perusahaan karena pada saat ini, menghasilkan penjualan bukan hanya bertujuan untuk memperoleh keuntungan, tetapi juga untuk mempertahankan keberadaan perusahaan, khususnya dari kondisi persaingan yang semakin meningkat. Tujuan utama penelitian ini adalah untuk meneliti hubungan yang terjadi diantara persepsi terhadap luxury brand, pengaruh sosial dan brand personality terhadap niat pembelian. Penelitian ini merupakan penelitian deskriptif dan dilakukan dengan menggunakan metode cross-sectional. Populasi pada penelitian ini adalah seluruh pengguna smartphone di Indonesia dan sample pada penelitian ini dibatasi pada pengguna smartphone yang berdomisili di Jakarta, dimana purposive sampling digunakan untuk mengumpulkan data dari responden. Pengumpulan data dilakukan dengan mendistribusikan kuesioner kepada 100 oorang responden melalui internet dan penelitian ini menggunakan perangkat lunak SmartPLS versi 3.2.7. untuk melakukan analisis data. Hasil penelitian ini menunjukkan bahwa persepsi terhadap luxury brand, pengaruh sosial dan brand personality memiliki pengaruh yang positif dan signifikan terhadap niat pembelian. Oleh sebab itu, merupakan sebuah hal yang penting bagi perusahaan smartphone untuk mengembangkan persepsi terhadap luxury brand, pengaruh sosial dan brand personality pelanggan untuk meningkatkan niat pembelian pelanggan.


brand personality; luxury brand perception; purchase intention; social influence

Full Text:



Arnould, E. J., & Thompshon, C. J. (2005). Consumer Culture Theory (CCT): Twenty Years of Research. Journal Of Consumer Research Inc., 31, 868–882.

Arora, N., Prashar, S., Tata, S. V., & Parsad, C. (2021). Measuring personality congruency effects on consumer brand intentions in celebrity-endorsed brands. Journal of Consumer Marketing.

Bachmann, F., Walsh, G., & Hammes, E. K. (2018). Consumer Perceptions of Luxury Brands: An Owner-Based Perspective. European Management Journal, 37(3), 287–298.

Beneke, J., de Sousa, S., Mbuyu, M., & Wickham, B. (2016). The effect of negative online customer reviews on brand equity and purchase intention of consumer electronics in South Africa. The International Review of Retail, Distribution and Consumer Research, 26(2), 171–201.

Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions. Journal of Research in Interactive Marketing, 13(2), 142–161.

Cheah, I., Phau, I., Chong, C., & Shimul, A. S. (2015). Antecedents and outcomes of brand prominence on willingness to buy luxury brands. Journal of Fashion Marketing and Management, 19(4), 402–415.

Christensen, I. A., & Schiaffino, S. (2014). Social influence in group recommender systems. Online Information Review, 38(4), 524–542.

Davies, J. (2018). Huawei’s search for smartphone differentiation yields rewards. Telecoms.

Fenetta, A., & Keni. (2019). Pengaruh Brand Awareness dan Perceived Quality terhadap Purchase Intention: Brand Loyalty sebagai Variabel Mediasi. Jurnal Manajemen Bisnis Dan Kewirausahaan, 4(6), 270–275.

Figueiredo, J., & Eiriz, V. (2020). Fragrances’ luxury brand extension: consumer behaviour and influences. EuroMed Journal of Business.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate data analysis (8th ed.). Cengage Learning.

Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. (2014). Partial Least Square Structural Equation Modeling (PLS-SEM): An Emerging Tool for Business Research. European Business Review, 26(2), 106–121.

Hakim, L. L., & Keni. (2020). Pengaruh Brand Awareness, Brand Image dan Customer Perceived Value terhadap Purchase Intention. Jurnal Manajemen Bisnis Dan Kewirausahaan, 4(4), 81–86.

Hanafizadeh, P., Ghandchi, S. & Asgarimehr, M. (2017). Impact of Information Technology on Lifestyle: A Literature Review and Classification. International Journal of Virtual Communities and Social Networking, 9(2), 1-23.

Hendro, & Keni. (2020). eWOM dan Trust sebagai Prediktor terhadap Purchase Intention: Brand Image sebagai Variabel Mediasi. Jurnal Komunikasi, 12(2), 298–310.

Hung, K. P., Chen, A. H., Peng, N., Hackley, C., Tiwsakul, R. A., & Chou, C. I. (2011). Antecedents of luxury brand purchase intention. Journal of Product & Brand Management2, 20(6), 457–467.

Hussein, A. S. (2015). Penelitian Bisnis dan Manajemen Menggunakan Partial Least Square (PLS) dengan smartPLS 3.0. Universitas Brawijaya.

Karunanayake, R. T., & Wanninayake, W. B. (2015). Impact of Key Purchasing Determinants on Purchase Intention of Hybrid Vehicle Brands in Sri Lanka, an Empirical Study. Journal of Marketing Management, 3(1), 40–52.

Kristinawati, A. & Keni. Pengaruh Brand Image, Perceived Quality dan EWOM terhadap Purchase Intention Mobil di Jakarta. Jurnal Manajemen Bisnis dan Kewirausahaan, 5(5), 524-529.

Li, N., Robson, A., & Coats, N. (2014). Luxury brand commitment: a study of Chinese consumers. Marketing Intelligence & Planning, 32(7), 769–793.

Loureiro, S. M., Lopes, R., & Kaufmann, H. R. (2014). How brand personality, brand identification and service quality influence service brand equity. Marketing Research Article, 1–12.

Malhotra, N. K., & Dash, S. (2016). Marketing research: An applied orientation. Pearson.

Mao, Y., Lai, Y. Luo, Y., Liu, S., Du, Y., Zhou, J., Ma, J., Bonaiuto, F. & Bonaiuto, M. (2020). Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone. Sustainability, 12(8), 3391.

McKinsey. (2014). "Profits with purpose: How organizing for sustainability can benefit the bottom line", accessed from, accessed October 5, 2021.

Media Indonesia. (2021). "Kemenkominfo: 89% Penduduk Indonesia Gunakan Smartphone", accessed from, accessed October 6, 2021.

Naeem, M. (2021). Developing the antecedents of social influence for Internet banking adoption through social networking platforms: evidence from conventional and Islamic banks. Asia Pacific Journal of Marketing and Logistics, 33(1), 185–204.

Nyadzayo, M. W., Johnson, L. W., & Rossi, M. (2020). Drivers and outcomes of brand engagement in self-concept for luxury fashion brands. Journal of Fashion Marketing and Management: And International Journal, 24(4), 589–609.

Park, E., & Kim, K. J. (2019). “What drives ‘customer loyalty’? The role of corporate social responsibility. Sustainable Development, 27(3), 304–311.

Persaud, A., & Schillo, S. R. (2017). Purchasing organic products: role of social context and consumer innovativeness. Marketing Intelligence & Planning, 35(1), 130–146.

Rahim, A., Safin, S. Z., Law, K. K., Abas, N. & Ali, S. M. (2016). Factors Influencing Purchasing Intention of Smartphone among University Students. In Fifth International Conference on Marketing and Retailing (5th INCOMar), 245-253.

Robertson, J., Ferguson, S. L., Eriksson, T., & Nappa, A. (2019). The brand personality dimensions of business-to-business firms: a content analysis of employer reviews on social media. Journal of Business-to-Business Marketing, 26(2), 109–124.

Rai, B. (2021). Factors Affecting Smartphone Purchase Intention of Consumers in Nepal. Journal of Asian Finance, Economics and Business, 8(2), 465-473.

Salehzadeh, R., & Pool, J. K. (2016). Brand Attitude and Perceived Value and Purchase Intention toward Global Luxury Brands. Journal of International Consumer Marketing, 1–9.

Sari, D., & Kusuma, B. (2014). Does Luxury Brand Perception Matter In Purchase Intention? A Comparison Between A Japanese Brand And A German Brand. Asean Marketing Journal, 6(1), 50–63.

Sari, M. I., & Keni. (2019). Pengaruh Information Quality dan Relationship Quality terhadap Uncertainty Reduction dan Purchase Intention. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 3(1), 112–121.

Sthapit, A., Laohakosol, W. & Sharma, A. (2018). Impact of Product-Related and Social Factors on Purchase Intention of Smart-Phone Buyers in Nepal. The Sankalpa: Intenational Journal of Management Decisions, 4(1), 115-138.

Suki, N. M. (2013). Students’ dependence on smart phones: The influence of social needs, social influences and convenience. Campus-Wide Information Systems, 30(2), 124–134.

Toldos-Romero, M. D., & Orozco-Gómez, M. M. (2015). Brand personality and purchase intention. European Business Review. European Business Review, 27(5), 462–476.

Tong, X., & Li, C. (2013). Impact of brand personality and consumer ethnocentrism in China’s sportswear market. Asia Pacific Journal of Marketing and Logistics, 25(3), 491–509.

Ullah, M. A., Hassan, M., Siddique, H. M. M. & Mehar, R. A Quantitative Research: Exploring Factors Influencing Purchase Intention for Expensive Smart Phones. International Journal of Accounting Research, 6(1), 27-36.

Vahdati, H., & Nejad, S. H. (2016). Brand Personality Toward Customer Purchase Intention: The Intermediate Role of Electronic Word-of-Mouth and Brand Equity. Asian Academy of Management Journal, 21(2), 1–26.

Wetzels, M., Odekerken-Schroder, G., & van Oppen, C. (2009). Using PLS Path Modeling For Assessing Hierarchical Construct Models: Guidelines And Empirical Illustration. MIS Quarterly, 33(1), 177–195.

Wijaya, I. M. (2013). The Influence of Brand Image, Brand Personality and Brand Awareness on Consumer Purchase Intention of Apple Smartphone. Jurnal EMBA, 1(4), 1562-1570.

Younus, S., Rasheed, F., & Zia, A. (2015). Identifying the Factors Affecting Customer Purchase Intention. Global Journal of Management and Business Research: Administration and Management, 15(2), 9–14.

Zahid, W. & Dastane, O. (2016). Factors Affecting Purchase Intention of South East Asian (SEA) Young Adults towards Global Smartphone Brands. Asean Marketing Journal, 8(1), 66-84.

Copyright (c) 2022 Jurnal Komunikasi
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


  • There are currently no refbacks.