Pengaruh Brand Equity, Status Consumption, Dan Brand Trust Terhadap Purchase Intention Premium Fashion Brands Di Indonesia

Pratama, Figo Aqshal (2026) Pengaruh Brand Equity, Status Consumption, Dan Brand Trust Terhadap Purchase Intention Premium Fashion Brands Di Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pertumbuhan industri fashion di Indonesia disertai dengan meningkatnya konsumsi produk premium fashion brands menunjukkan bahwa keputusan pembelian konsumen tidak lagi hanya didasarkan pada aspek fungsional, tetapi juga dipengaruhi oleh nilai simbolik, citra merek, serta pengalaman yang dibangun melalui media digital. Fenomena tersebut mendorong perusahaan untuk memahami berbagai faktor yang memengaruhi purchase intention konsumen terhadap premium fashion brands. Penelitian ini bertujuan menganalisis pengaruh status consumption, social media marketing activity, brand equity, dan brand trust terhadap purchase intention pada premium fashion brands di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner secara online kepada konsumen yang memiliki pengalaman melihat, mengenal, atau mengetahui premium fashion brands di Indonesia. Sebanyak 212 responden dianalisis menggunakan metode Covariance-Based Structural Equation Modeling (CB-SEM). Variabel yang diuji meliputi status consumption, social media marketing activity, brand equity, brand trust, dan purchase intention. Hasil penelitian menunjukkan bahwa status consumption, social media marketing activity, brand equity, dan brand trust berpengaruh positif dan signifikan terhadap purchase intention pada premium fashion brands. Status consumption menjadi variabel yang memiliki pengaruh paling dominan terhadap purchase intention, diikuti oleh social media marketing activity, brand trust, dan brand equity. Temuan ini menunjukkan bahwa faktor psikologis dan sosial berperan penting dalam membentuk niat beli konsumen, dengan status consumption sebagai determinan utama, serta memberikan implikasi bagi perusahaan premium fashion brands untuk tidak hanya berfokus pada peningkatan kualitas produk, tetapi juga memperkuat nilai simbolik merek, membangun kepercayaan konsumen, serta mengoptimalkan aktivitas pemasaran melalui media sosial guna meningkatkan purchase intention konsumen di Indonesia.
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The growth of Indonesia's fashion industry, accompanied by the increasing consumption of premium fashion brands, indicates that consumers' purchasing decisions are no longer solely driven by functional aspects but are also influenced by symbolic value, brand image, and experiences created through digital media. This phenomenon encourages companies to better understand the factors influencing consumers' purchase intention toward premium fashion brands. Therefore, this study aims to examine the effects of status consumption, social media marketing activity, brand equity, and brand trust on purchase intention toward premium fashion brands in Indonesia. This study employed a quantitative approach by collecting data through an online questionnaire distributed to consumers who had seen, recognized, or were familiar with premium fashion brands in Indonesia. A total of 212 respondents were analyzed using Covariance-Based Structural Equation Modeling (CB-SEM). The variables examined in this study include status consumption, social media marketing activity, brand equity, brand trust, and purchase intention. The findings reveal that status consumption, social media marketing activity, brand equity, and brand trust all have positive and significant effects on purchase intention toward premium fashion brands. Among these variables, status consumption exerts the strongest influence on purchase intention, followed by social media marketing activity, brand trust, and brand equity. These findings suggest that psychological and social factors play a crucial role in shaping consumers' purchase intention, with status consumption serving as the primary determinant. The findings also provide managerial implications for premium fashion brands to focus not only on enhancing product quality but also on strengthening symbolic brand value, fostering consumer trust, and optimizing social media marketing activities to increase consumers' purchase intention in Indonesia.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Brand Equity, Brand Trust, Purchase Intention, Social Media Marketing Activity, Status Consumption
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Figo Aqshal Pratama
Date Deposited:	23 Jul 2026 05:57
Last Modified:	23 Jul 2026 05:57
URI:	http://repository.its.ac.id/id/eprint/136406

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