Wijaya, Sutan Mahendra Adika (2024) Analisis Hubungan Antara Social Recognition, Achievement Signaling, Willingness To Purchase Masstige Brand, Dan Attitudinal Loyalty. Masters thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
The psychological needs of social recognition and achievement signaling may motivate the purchase intention of luxury products. Luxury products are identical in number and for a limited community. Hence, the emergence of masstige brands that carry luxury for the masses is crucial to investigate This study aims to investigate the effect of social recognition and achievement signaling on willingness to purchase a masstige brand and further, how it impacts attitudinal loyalty. A total of 240 smartphone users in Indonesia participated in this study. The data were analyzed using SEM (Structural Equation Modeling). This study found achievement signaling motivates willingness to purchase a masstige brand and firther, drives attitudinal loyalty to the brand. This study did not find support that social recognition drives willingness to purchase a masstige brand.
| 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 07:12 |
| Last Modified: | 08 Aug 2024 07:12 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12743 |
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