Fridian, Rachman Tri (2024) Analisis Hubungan Antara Social Comparison Orientation, Willingnes To Purchase Masstige Brand, Attitudinal Loyalty Dan Brand Happiness. Masters thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
Individuals often compare themselves to others because of the rise of social media, which can make them want to buy something like a luxury brand. However, reaching luxury brand will be difficult because in addiction to the high price, product is also made in limited quantities. Therefore, masstige brand is an alternative that companies can use. This study aims to determine the effect of social comparison orientation on willingness to purchase masstige brands and their impact on attitudinal loyalty and brand happiness. In this study, there were 211 participants. Structured equation modeling was used to analyzed data. The results of analysis show social comparison orientation has a impact on willingness to purchase a masstige brand, resulting in attitudinal loyalty and brand happiness.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.403 8 - MANAGEMENT INFORMATION SYSTEM 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 659 - ADVERTISING & PUBLIC RELATIONS |
| Divisions: | Magister of Management |
| Depositing User: | Magang Magang |
| Date Deposited: | 08 Aug 2024 07:49 |
| Last Modified: | 08 Aug 2024 07:49 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12740 |
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