Septianti, Firsta Diva (2024) An Analysis of the Relationships between Social Media WOM, Perceptual Distance, Luxury Perception, Purchase Intention, and Purchase Behavior in the Smartphone Industry. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
Many individuals enjoy sharing their stories and experiences through social media, which exemplifies social media word-of-mouth (social media WOM). This study examines the role of social media WOM in driving masstige purchase behavior. This study involves perceptual distance, luxury perception, and purchase intention in such an investigation. Masstige refers to providing prestige to the masses, indicating luxury products for a broad audience. A survey of 246 consumers was conducted, and structural equation modeling was employed to analyze the data. This study found that social media WOM positively influences perceptual distance, luxury perception, and purchase intention. Perceptual distance negatively influences purchase intention, while luxury perception positively influences such intention. Purchase intention positively influences purchase behavior. The findings suggest that marketers need to identify social media platforms that match the luxury perception of their target audience and present exclusive content to encourage purchase intention and, further, masstige purchases. Masstige purchase behavior is vital for collectivist countries because it can increase their consumers’ social status and prestige.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | FIRSTA DIVA SEPTIANTI |
| Date Deposited: | 28 May 2024 03:27 |
| Last Modified: | 28 May 2024 03:27 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12284 |
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