DETERMINANTS OF CONSUMER PURCHASE INTENTION TOWARD LUXURY PRODUCT
Masmira Kurniawati; Rixzy Ari Ramadhan

Faculty of Economics and Business
Universitas Airlangga

Abstract

The emergence of smartphones has become a trend in society. This resulted in increasingly fierce business competition against existing smartphone brands to compete for market share. There are many types of smartphones available on the market, including luxury smartphones. One of luxury smartphone brands that are in demand is the iPhone series. According to IDC (International Data Corporation) iPhone has been the top smartphone that managed to break the record of most shipments. The purpose of this study is to determine the effect of luxury brand perception, social influence, vanity and materialism to consumer purchase intentions on iPhone series products.
Questionnaires are distributed to 244 respondents and data are analyzed using Partial Least Square (PLS). The findings of this study indicate that the perception of luxury brand and materialism affect the purchase intention of consumers, while the social influence and vanity has no effect on purchase intention. In addition, it was found that vanity does not have a moderating effect on the relationship between luxury brand perceptions and social influences on purchase intention.

Keywords: luxury brand perception, social influence, vanity, materialism, purchase intention

Topic: Marketing Management