ANTECEDENTS OF LUXURY PRODUCTS PURCHASE INTENTION: A CASE OF CONSUMERS IN JAKARTA

Abstract

This research aims to identify the antecedents and provide new insights into identifying the factors which influence the consumption of luxury brand especially luxury watches. This study used cross sectional survey to test the hypotheses based on 6-point Likert Scale. Convenient and Judgmental Sampling was used to obtain 100 valid respondents who can afford to purchase and consume luxury products in Indonesia. The data was analyzed using Regression Analyses. Luxury Brand Perception, Trait of Vanity, and Affective Attitude were found as a significant predictor for Luxury Watch Purchase Intention. In this research has proved significantly people show and justify their drive for accomplishments through obvious consumption. This is supported by the expansion of, and interest for, appearance-related items in this case luxury watch brand. Individuals, who pay attention to their image, are motivated to consume luxury brands since they convey prestige, social hierarchy, and an upscale image, in this context of the research consumers are pay attention to their image on having luxury watch brand.