The Influence of Brand Image, Social Media Influencers, and Lifestyle on Purchase Intention of Luxury Products Mediated by Perceived Value
DOI:
https://doi.org/10.66755/belacoss.v2i3.200Keywords:
Brand Image, Social Media Influencers, Lifestyle, Purchase Intention, Luxury Products MediatedAbstract
Globalization has brought changes to people's lifestyles, particularly in the DKI Jakarta area. This has led to increasingly consumptive shopping behaviour, especially in the luxury fashion sector. This study aims to examine the influence of brand image, social media influencers, and lifestyle on purchase intention of luxury products, with perceived value as a mediating variable. The research variables include brand image, social media influencers, lifestyle, purchase intention, and perceived value. The population of this study consists of individuals in the DKI Jakarta area who have an interest in luxury products. This research employs a quantitative method with a causal research design. The sample comprises 210 respondents, selected using a non-probability sampling technique through a purposive sampling approach. Data were collected through a Likert-scale questionnaire and analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that brand image, social media influencers, and lifestyle have a positive and significant direct effect on purchase intention. Furthermore, perceived value mediates the effect of brand image and lifestyle on purchase intention but does not mediate the effect of social media influencers on purchase intention.
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