Pengaruh Inconspicuous Luxury Motivation terhadap Purchase Intention melalui Consumer Preference pada Quiet Luxury Bag di Surabaya dan Jakarta

Aurellia, Indri (2025) Pengaruh Inconspicuous Luxury Motivation terhadap Purchase Intention melalui Consumer Preference pada Quiet Luxury Bag di Surabaya dan Jakarta. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri global luxury fashion bag sedang mengalami pergeseran dari loud luxury, yang menonjolkan logo besar dan simbol status sosial, menuju quiet luxury dengan logo yang lebih “halus”, elegan, serta menekankan kualitas dan keaslian. Pergeseran ini menggambarkan perubahan paradigma konsumen dalam memaknai luxury consumption yang bukan lagi sekadar pamer status, melainkan sebagai bentuk ekspresi nilai diri, keanggunan, dan apresiasi terhadap desain minimalis. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terstruktur. Data dikumpulkan melalui kuesioner online dari 310 responden dari Kota Surabaya dan Jakarta yang memahami dan memiliki ketertarikan terhadap tas quiet luxury. Dengan jumlah responden yakni 310 responden. Variabel yang diteliti meliputi value expressive attitude, intimacy, social adjustive attitude, social connectedness, association with elites, purchase intention, serta consumer preference sebagai variabel mediasi. Analisis data dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Penelitian ini diharapkan memberikan kontribusi teoritis dengan memperkuat pemahaman tentang bagaimana inconspicuous luxury motivation memengaruhi perilaku konsumen dalam konteks pergeseran dari loud luxury ke quiet luxury. Secara praktis, penelitian ini diharapkan memberi implikasi bagi pelaku industri fashion untuk merancang strategi pemasaran yang menekankan nilai quiet luxury pada konsumen yang semakin selektif.
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The global luxury fashion bag industry is experiencing a shift from loud luxury, which emphasizes large logos and visible social status symbols, toward quiet luxury, which is more subtle, elegant, and focused on quality and authenticity. This shift reflects a change in consumer paradigms regarding luxury consumption no longer merely a means of displaying social status, but as an expression of personal values, sophistication, and appreciation for minimalist design. This study uses a quantitative approach with a structured survey method. Data was collected through an online questionnaire from 310 respondents from Surabaya and Jakarta who understand and are interested in quiet luxury bags. The number of respondents was 310. The variables examined include value expressive attitude, intimacy, social adjustive attitude, social connectedness, association with elites, purchase intention, and mediated by consumer preference. Data will be analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). This research is expected to provide a theoretical contribution by strengthening the understanding of how inconspicuous luxury motivation influence consumer behavior in the shift from loud luxury to quiet luxury. Practically, the study offers implications for the fashion industry in designing marketing strategies that emphasize the values of quiet luxury for increasingly selective consumers.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Consumer Preference, Inconspicuous Luxury Motivation, Purchase Intention, Quiet Luxury
Subjects:	H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Indri Aurellia
Date Deposited:	24 Jul 2026 01:17
Last Modified:	24 Jul 2026 01:17
URI:	http://repository.its.ac.id/id/eprint/136634

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