PENGARUH STATUS CONSUMPTION TERHADAP INVOLVEMENT, IINNOVATIVENESS, PADA BRAND LOYALTY SERTA DAMPAKNYA PADA PRICE SENSITIVITY
ABSTRACT: At the present time,
the clothing industry particularly casual and party clothing industry very much
emerging. Clothes that offered varies from model, color, price and brand.
Purchases made by consumers are motivated by many reasons. In addition to
meeting the needs of experiential and utilitarian, many consumer behaviors are
socially motivated. Social motivation was the desire to Influential and
pervasive social status. This study aimed to examine effect of status
consumption on involvement, innovativeness, and brand loyalty as well as their
impact on price sensitivity. The research method used is survey method to 140
students in Yogyakarta which is last time buying clothes (other than uniforms or
work) for less than three months ago. Students who
were respondents in the study were graduate students in Yogyakarta. This
hypothesis testing by Structural Equation Model (SEM) with the program Amos
16.0. The results of this study generally can be conclude that status
consumption have positive influence to clothing involvement, clothing
innovativeness, and brand loyalty. Clothing involvement have positive influence
to clothing innovativeness, but clothing innovativeness not have positive
influence to brand loyalty. Clothing involvement and
clothing innovativeness not
have negative influence to price sensitivity, and brand loyalty have
positive influence to price sensitivity.
Penulis: Reo Marlliano
Kode Jurnal: jpmanajemendd140524
