Determinan Faktor Purchase Intention Pada Premium Fashion Industry

Adiyatma, Faisal Surya (2026) Determinan Faktor Purchase Intention Pada Premium Fashion Industry. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri premium fashion di Indonesia mengalami pertumbuhan signifikan seiring meningkatnya daya beli kelas menengah serta perubahan perilaku konsumsi generasi muda yang semakin berorientasi pada gaya hidup dan ekspresi diri. Pergeseran ini mengubah pola konsumsi dari kebutuhan fungsional menuju kebutuhan simbolik yang merepresentasikan identitas, status sosial, dan nilai prestise. Penelitian ini bertujuan menganalisis faktor-faktor yang memengaruhi purchase intention konsumen terhadap produk premium fashion pada konteks emerging market, khususnya di Kota Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei skala likert lima poin kepada responden di Surabaya yang memiliki ketertarikan membeli produk premium fashion. Variabel yang diuji meliputi brand awareness, materialism, social comparison, fashion innovativeness, dan fashion involvement, dengan attitude towards purchase of premium fashion sebagai variabel mediasi. Data dikumpulkan melalui survei daring pada periode 19 November–6 Desember 2025 dengan sampel akhir 271 responden dan dianalisis menggunakan Covariance-Based Structural Equation Modeling (CB-SEM). Hasil penelitian menunjukkan bahwa brand awareness, materialism, dan fashion involvement berpengaruh positif dan signifikan terhadap attitude towards purchase of premium fashion, sedangkan social comparison dan fashion innovativeness tidak berpengaruh signifikan. Selanjutnya, attitude towards purchase of premium fashion berpengaruh positif dan signifikan terhadap purchase intention. Temuan ini menegaskan bahwa faktor internal yang berkaitan dengan nilai dan keterlibatan konsumen lebih dominan dalam membentuk sikap dan niat beli pada segmen premium, serta menekankan pentingnya strategi pemasaran yang menonjolkan stabilitas nilai merek, prestise, dan komunikasi pemasaran yang efektif dan efisien.
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The premium fashion industry in Indonesia has grown significantly due to increasing middle-class purchasing power and changes in consumption behavior among younger generations toward lifestyle orientation and self-expression. This shift has transformed consumption patterns from functional to symbolic needs reflecting identity, social status, and prestige. This study aims to examine the factors influencing consumers’ purchase intention toward premium fashion products in an emerging market context, specifically in Surabaya. Using a quantitative approach, this study analyzes the effects of brand awareness, materialism, social comparison, fashion innovativeness, and fashion involvement on purchase intention, with attitude towards purchase of premium fashion as a mediating variable. Data were collected through a five-point Likert-scale online survey conducted from 19 November to 6 December 2025 among respondents in Surabaya with an interest in purchasing premium fashion products, yielding a final sample of 271 respondents. Covariance-Based Structural Equation Modeling (CB-SEM) was employed for data analysis.The results indicate that brand awareness, materialism, and fashion involvement have positive and significant effects on attitude towards purchase of premium fashion, whereas social comparison and fashion innovativeness are not significant. Furthermore, attitude towards purchase of premium fashion positively and significantly influences purchase intention. These findings suggest that internal factors related to personal values and fashion involvement play a more dominant role in shaping consumer attitudes and purchase intentions in the premium segment, highlighting the importance of marketing strategies that emphasize brand value stability, prestige, and effective marketing communication.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Consumer Behaviour, Emerging Market, Premium Fashion, Purchase Intention
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Faisal Surya Adiyatma
Date Deposited:	27 Jan 2026 03:43
Last Modified:	27 Jan 2026 03:43
URI:	http://repository.its.ac.id/id/eprint/130404

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