pengaruh self - directed symbolism, other - directed symbolism, experiental value dan functional value terhadap luxury value perception (kasus pada merek xyz)

Lauwongso, Okktafielia Putri (2018) pengaruh self - directed symbolism, other - directed symbolism, experiental value dan functional value terhadap luxury value perception (kasus pada merek xyz). Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menguji apakah variabel self – directed symbolism, other – directed symbolism, experiential value dan functional value berpengaruh terhadap luxury value perception. Teknik pengambilan sampel pada penelitian ini menggunakan convenience sampling. Penelitian ini ditujukan kepada pelanggan barang mewah khususnya brand XYZ. Responden pada penelitian ini berjumlah 100 orang yang terdiri dari 72 orang wanita dan 28 orang laki-laki. Kemudian, untuk menganalisis data digunakan PLS-SEM dengan bantuan aplikasi SmartPLS. Hasil penelitian yang menunjukan bahwa self – directed symbolism, experiential value dan functional value berpengaruh positif terhadap luxury value perception pelanggan Brand XYZ. Sedangkan otherdirected symbolism tidak berpengaruh positif terhadap luxury value perception pelanggan Brand XYZ.

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