STIMULI PADA GENERASI MILLENNIAL UNTUK MAU MEMBAYAR HARGA PREMIUM FASHION MUSLIM MELALUI STATUS MEREK DAN PREFERENSI MEREK

Mohammad Soleh Soeaidy, Adhitya Rahmat Taufiq, Andina Eka Mandasari

Abstract


Although research on the consumption status and fashion industry continues to grow, there is still a gap to do research on consumption status and product roles. The gap is to study the interaction between status awareness, perceived brand status and brand preference, and how this interaction affects consumers' willingness to pay (WTP) the premium price for a Muslim fashion brand in a developing country such as Indonesia (Eastman and Eastman, 2011; 'Cass and Choy, 2008). The method used in this research is to use survey research method. This study used a sample of 200 respondents consisting of millennial women in the city of Tasikmalaya. To know how the influence of status awareness variable (X) to brand status (Y1), brand preference (Y2) and willingness to pay (Y3) then used Structural Equation Modeling (SEM) analysis tool. Based on the analysis results, status awareness significantly affects the brand status and brand preference. This means that status awareness can determine the brand status and brand fashion preferences used by the millennial generation of Muslims in Tasikmalaya City. Brand status and brand preference have a significant effect on the willingness to pay. This means brand status and brand preference can determine willingness to pay to the millennial generation of Muslims in Tasikmalaya City.

 

Keywords: Status Awareness; Brand Status; Brand Preference; Willingness to Pay; Millennials.

 

Meskipun penelitian tentang konsumsi status dan industri fashion terus berkembang, masih ada celah untuk melakukan penelitian pada konsumsi status dan peran produk. Celah tersebut adalah untuk mempelajari interaksi antara kesadaran status, Status merek yang dirasakan dan preferensi merek, dan bagaimana interaksi ini mempengaruhi kesediaan konsumen untuk membayar (WTP) harga premium untuk sebuah merek fashion muslim di negara berkembang seperti Indonesia (Eastman dan Eastman, 2011; O'Cass dan Choy, 2008).Metode yang digunakan dalam penelitian ini adalah dengan menggunakan metode penelitian survey. Penelitian ini menggunakan sampel sebesar 200 responden yang terdiri dari para wanita generasi millennial di kota Tasikmalaya.Untuk mengetahui bagai mana pengaruh dari variabel kesadaran status(X) terhadap status merek(Y1),preferensi merek (Y2) dan kesediaan untuk membayar (Y3)makadigunakan alat analisis Structural Equation Modeling(SEM).Berdasarkan hasil analisis, Kesadaran status berpengaruh signifikan terhadap status merek dan preferensi merek. Artinya kesadaran statusdapat menentukan status merek dan preferensi merek fashion yang digunakan oleh generasi millennial muslim di Kota Tasikmalaya. Status merek dan preferensi merek berpengaruh signifikan terhadap kesediaan membayar. Artinya status merek dan preferensi merekdapat menentukan kesediaan membayarpada generasi millennial muslim di Kota Tasikmalaya. 

 

Kata Kunci: Kesadaran Status; Status Merek; Preferensi Merek; Kesediaan untuk Membayar; Millennial

Keywords


Status Awareness; Brand Status; Brand Preference; Willingness to Pay; Millennials

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DOI: https://doi.org/10.37058/jem.v4i1.692

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