The Relationship Between Product Quality, Perception of Luxury, Brand Attitude, and Purchase Intent for Luxury Products: A Quantitative Study on Indonesian Social Media Users

• Published in: KnE Social Sciences
• Main Authors: Firdausa Nuzula, Ifta, Syarip Hidayat, Agus
• Format: Journal Article
• Language: English
• Published: 26.05.2023
• ISSN: 2518-668X; 2518-668X
• DOI: 10.18502/kss.v8i9.13402

This study explored the relationship between product quality, perception of luxury, brand attitude, and purchase intent for luxury brands. Data was collected from social media users in Indonesia using a quantitative cross-sectional design with a causal approach. Partial least square path modeling (PLS-SEM) in structural equation modeling (SEM) was used for analysis. The study found that the quality of luxury products did not influence purchase intention in Indonesian society, indicating the need for further research on this topic. The study also confirmed that perceived value positively impacted brand attitude, perception of luxury improved consumer attitude towards luxury products, and perceived value significantly influenced purchase intention. Companies need to consider the perceived value in the functional, social, personal, and social value aspects when developing marketing strategies to increase purchase intention among consumers. These findings provide important insights into luxury brand marketing strategies and highlight the need for further research in different cultural contexts. Keywords: Product Quality, Luxuriousness Perception, Brand Attitude, Purchase Intention, Social Media Users