Pengaruh Material Self dan Brand Essence Terhadap Niat Menggunakan Luxury Fashion Rental di Indonesia

Naomi Amelia Melati Panjaitan, Yulia Arisnani Widyaningsih, M.B.A., Ph.D.

2026 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Pertumbuhan sharing economy dan konsumsi berbasis akses (access-based consumption) telah mendorong munculnya layanan luxury fashion rental sebagai alternatif konsumsi produk mewah yang semakin diminati. Walaupun demikian, adopsi luxury fashion rental di Indonesia masih terbatas, dan pemahaman mengenai faktor psikologis yang mendorong niat penggunaannya, khususnya dari perspektif identitas material konsumen, masih belum banyak ditelaah. Penelitian ini bertujuan menganalisis pengaruh social material self dan personal material self terhadap niat menggunakan luxury fashion rental, baik secara langsung maupun melalui belief in brand essence sebagai variabel mediasi, pada konsumen muda Indonesia yang belum pernah menggunakan layanan tersebut. Penelitian ini merupakan replikasi dan ekstensi model Baek, Park, dan Oh (2023) dalam konteks Indonesia. Pendekatan kuantitatif digunakan dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Data dikumpulkan melalui kuesioner daring terhadap 191 responden yang dipilih dengan teknik purposive sampling. Hasil pengujian menunjukkan bahwa social material self dan personal material self masing-masing berpengaruh positif dan signifikan terhadap niat menggunakan luxury fashion rental maupun terhadap belief in brand essence, serta belief in brand essence berpengaruh positif dan signifikan terhadap niat menggunakan luxury fashion rental. Selain itu, belief in brand essence terbukti memediasi pengaruh social material self dan personal material self terhadap niat, dengan pola mediasi parsial pada kedua jalur. Temuan ini menegaskan peran sentral belief in brand essence dalam model, yakni tidak hanya sebagai pendorong langsung niat penggunaan, tetapi sekaligus sebagai mediator yang menyalurkan sebagian pengaruh kedua aspek material self menuju niat. Secara praktis, walaupun social material self dan personal material self merupakan disposisi intrinsik konsumen yang tidak dapat dimanipulasi secara langsung, belief in brand essence menjadi tuas strategis yang dapat dikelola pelaku usaha melalui penguatan jaminan keaslian produk dan pengalaman merek guna mendorong adopsi luxury fashion rental di Indonesia.

The growth of the sharing economy and access-based consumption has driven the emergence of luxury fashion rental services as an increasingly sought-after alternative to luxury product consumption. Nevertheless, luxury fashion rental adoption in Indonesia remains limited, and understanding of the psychological factors that drive usage intention, particularly from the perspective of consumers' material identity, remains underexplored. This study aims to analyze the influence of social material self and personal material self on luxury fashion rental usage intention, both directly and through belief in brand essence as a mediating variable, among young Indonesian consumers who have never used such services. This study constitutes a replication and extension of the model proposed by Baek, Park, and Oh (2023) in the Indonesian context. A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through an online questionnaire administered to 191 respondents selected via purposive sampling. The results indicate that social material self and personal material self each exert a positive and significant influence on both luxury fashion rental usage intention and belief in brand essence, while belief in brand essence positively and significantly influences luxury fashion rental usage intention. Furthermore, belief in brand essence was found to mediate the effects of both social material self and personal material self on usage intention, with a pattern of partial mediation on both paths. These findings affirm the central role of belief in brand essence in the model, not only as a direct driver of usage intention, but also as a mediator that transmits part of the influence of both material self dimensions toward intention. From a practical standpoint, given that social material self and personal material self are intrinsic consumer dispositions that cannot be directly manipulated, belief in brand essence emerges as the key strategic lever that practitioners can manage through strengthening product authenticity guarantees and brand experience to drive luxury fashion rental adoption in Indonesia.

Kata Kunci : luxury fashion rental, social material self, personal material self, belief in brand essence, niat menggunakan, PLS-SEM