RELIGIOSITY AND SELF-CONGRUITY EFFECT TOWARD PURCHASE INTENTION OF LUXURIOUS PRODUCT

ALVIAN TAMBA SIAHAAN, Iin Mayasari, Dr., M.M., M.Si

2021 | Tesis | MAGISTER MANAJEMEN (KAMPUS JAKARTA)

Penelitian ini meneliti tentang self-congruity dan religiosity sebagai faktor yang mempengaruhi intensi membeli konsumen barang mewah di Indonesia. Total 466 responden valid dipakai dan berpartisipasi dalam penelitian ini. Penelitian ini menggunakan SmartPLS dalam analisa data. Hasil dari penelitian ini menunjukkan bahwa ada efek yang signifikan dari self-congruity terhadap intensi membeli konsumen dan religiosity signifikan terhadap subjective norm yang ada. Penelitian ini tidak hanya memberikan tambahan ide atau masukan di ranah akademisi tapi juga saran dan masukan yang baik bagi pelaku bisnis barang mewah dalam hal memberikan terobosan dalam strategi baru dan pendekatan baru yg teruji secara statistik di market barang mewah terutama di Indonesia

This study examined self-congruity and religiosity as influencing factors that affect Indonesian consumer�s luxury goods purchase intention. A total of 466 Indonesian consumers participated the survey in this study. Using SmartPLS, this study finds that there are significant effects of self-congruity toward the purchase intention, and religiosity is significant toward the subjective norm. This study not only provides researchers with a better understanding of luxury consumers in their purchase intentions for luxury goods but also provides luxury goods manufacturer and retailers with important implications to develop effective marketing strategies in the Indonesia luxury goods market.

Kata Kunci : self-congruity, religiosity, purchase intention, attitude toward behaviour, subjective norm, perceived behavioral control, luxury goods, Indonesia