The influence of global identity and dimensions of luxury good on customer purchase intention = Pengaruh identitas global dan dimensi dari produk mewah terhadap minat beli konsumen

Hendrawan, Eka Putra (2020) The influence of global identity and dimensions of luxury good on customer purchase intention = Pengaruh identitas global dan dimensi dari produk mewah terhadap minat beli konsumen. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

With the development of the era, watches continue to grow both in terms of models, quality, functional, and others to meet the demand of premium watch users in the world. Richard Mille is one of the luxury watch company that expanded their market to Indonesia to compete with other luxury watch brand that already in Indonesia market. However, Richard Mille still difficult to compete with other luxury brand until now while Richard Mille have an identity that known in global market. This research was made to study more about relationship global identity and dimensions of luxury good on customer purchase intention. The type of research used by researchers is quantitative research, where the data obtained in the form of numbers and collected in 3 months by spread questionnaire. Pretest using 43 respondents and the actual test using 233 respondents. To analyze the data, researcher using PLS-SEM method by SmartPLS application. The conclusion for this research is there are three hypotheses from four hypotheses are accepted./Dengan perkembangan zaman, jam tangan terus berkembang baik dari segi model, kualitas, fungsional, maupun lainnya untuk memenuhi permintaan pengguna jam tangan premium di dunia. Richard Mille merupakan salah satu perusahaan jam tangan mewah yang memperluas pasarnya ke Indonesia untuk bersaing dengan brand jam tangan mewah lainnya yang sudah ada di pasar Indonesia. Namun, Richard Mille masih sulit bersaing dengan merek mewah lainnya hingga saat ini sementara Richard Mille memiliki identitas yang dikenal di pasar global. Penelitian ini dibuat untuk mempelajari lebih lanjut tentang hubungan identitas global dan dimensi kemewahan yang baik pada niat pembelian pelanggan. Jenis penelitian yang digunakan oleh para peneliti adalah penelitian kuantitatif, di mana data yang diperoleh dalam bentuk angka dan dikumpulkan dalam 3 bulan dengan menyebarkan kuesioner. Pretest menggunakan 43 responden dan tes aktual menggunakan 233 responden. Untuk menganalisis data, peneliti menggunakan metode PLS-SEM dengan aplikasi SmartPLS. Kesimpulan untuk penelitian ini adalah ada tiga hipotesis dari empat hipotesis diterima.

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