Pengaruh peer influence dan media influence terhadap contingent self- esteem dan brand consciousness serta dampaknya pada purchase intention produk Louis Vuitton di Indonesia = The effect of peer influence and media influence on contingent self-esteem and brand consciousness and its impact on the purchase intention of Louis Vuitton products in Indonesia

Santoso, Sania Intan (2021) Pengaruh peer influence dan media influence terhadap contingent self- esteem dan brand consciousness serta dampaknya pada purchase intention produk Louis Vuitton di Indonesia = The effect of peer influence and media influence on contingent self-esteem and brand consciousness and its impact on the purchase intention of Louis Vuitton products in Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini memiliki tujuan untuk memverifikasi adanya minat beli konsumen Louis Vuitton dan keterkaitannya dengan peer influence dan media influence. Tingginya minat pembelian konsumen terhadap suatu produk menunjukan tingkat kesediaan konsumen untuk membeli produk tersebut kedepannya. Penelitian ini juga meneliti konstruk seperti contingent self-esteem dan brand consciousness dalam menciptakan minat beli produk Louis Vuitton. Dalam penelitian ini populasi yang ditentukan adalah konsumen Louis Vuitton yang sudah membeli dan menggunakan produk Louis Vuitton dengan jumlah sampel sebanyak 160 responden yang dianalisis dengan SmartPLS 3.0. Penelitian ini menggunakan metode penelitian kuantitatif dan pendekatan purposive sampling. Hasil yang ditemukan yaitu peer influence dan media influence merupakan faktor-faktor yang mendorong contingent self-esteem dan brand consciousness. Contingent self- esteem juga menjadi faktor yang mendorong brand consciousness yang pada akhirnya mempengaruhi minat beli konsumen. Kata kunci: Peer Influence, Media Influence, Contingent Self-Esteem, Brand Consciousness, Minat Beli Referensi: 115 sumber (2000-2021) ABSTRACT THE EFFECT OF PEER INFLUENCE AND MEDIA INFLUENCE ON CONTINGENT SELF-ESTEEM AND BRAND CONSCIOUSNESS AND ITS IMPACT ON THE PURCHASE INTENTION OF LOUIS VUITTON PRODUCTS IN INDONESIA (xiv + 115 pages: 8 images, 34 tables; 7 appendix) This study aims to verify Louis Vuitton's consumer purchase intention and its relationship to peer influence and media influence. High level of interest in consumer purchases of a product shows the level of willingness of consumers to buy the product in the future. This study also examined constructs such as contingent self-esteem and brand consciousness in creating purchase intention on Louis Vuitton products. In this study, the selected population are Louis Vuitton consumers who have bought and used Louis Vuitton products with a total sample of 160 respondents which were analyzed by SmartPLS 3.0 software. This study uses quantitative research methods and purposive sampling approach. The results found that peer influence and media influence are the factors that drive contingent self- esteem and brand consciousness. Contingent self-esteem is also a factor that drives brand consciousness which ultimately affects consumer purchase intention.

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