Unveiling Consumer Affection: Exploring the Psychological Forces Driving Love and Willingness to Pay for Premium Laptop Brands
Premium laptop brands are increasingly loved by consumers, and despite the high prices, they are still willingness to pay. This study aims to determine the driving factors of consumer brand love and willingness to pay for premium laptop products. Psychological factors such as social status, Fear of...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | Indonesian |
| Published: |
Universitas 17 Agustus 1945 (UNTAG) Semarang
2024-01-01
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| Series: | Media Ekonomi dan Manajemen |
| Subjects: | |
| Online Access: | http://jurnal.untagsmg.ac.id/index.php/fe/article/view/4569 |
| _version_ | 1797352799136120832 |
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| author | Nofrizal Nofrizal Arizal N Aznuriyandi Aznuriyandi Nurhayani Lubis Mohammad Tahir Zainuddin |
| author_facet | Nofrizal Nofrizal Arizal N Aznuriyandi Aznuriyandi Nurhayani Lubis Mohammad Tahir Zainuddin |
| author_sort | Nofrizal Nofrizal |
| collection | DOAJ |
| description | Premium laptop brands are increasingly loved by consumers, and despite the high prices, they are still willingness to pay. This study aims to determine the driving factors of consumer brand love and willingness to pay for premium laptop products. Psychological factors such as social status, Fear of Missing Out (FOMO), and Hedonism are driving factors. The survey technique was used to collect data on the answers of premium laptop consumer respondents using purposive sampling of 633 buyers of premium laptop products. Data analysis of data processing and presentation using Structural Equation Modeling using SmartPLS 4.0 software. The results showed that social status and Hedonism are driving factors for brand love and willingness to pay for premium laptop products. Next, FOMO feelings also cause hedonism, but cannot make customers willingness to pay (WTP). The role of brand love and hedonism can mediate social status and FOMO on willingness to pay. |
| first_indexed | 2024-03-08T13:22:00Z |
| format | Article |
| id | doaj.art-ccf66da92ccd4db0b704f836ea2da6dd |
| institution | Directory Open Access Journal |
| issn | 0854-1442 2503-4464 |
| language | Indonesian |
| last_indexed | 2024-03-08T13:22:00Z |
| publishDate | 2024-01-01 |
| publisher | Universitas 17 Agustus 1945 (UNTAG) Semarang |
| record_format | Article |
| series | Media Ekonomi dan Manajemen |
| spelling | doaj.art-ccf66da92ccd4db0b704f836ea2da6dd2024-01-18T01:51:41ZindUniversitas 17 Agustus 1945 (UNTAG) SemarangMedia Ekonomi dan Manajemen0854-14422503-44642024-01-0139115118210.56444/mem.v39i1.45691795Unveiling Consumer Affection: Exploring the Psychological Forces Driving Love and Willingness to Pay for Premium Laptop BrandsNofrizal Nofrizal0Arizal N1Aznuriyandi Aznuriyandi2Nurhayani Lubis3Mohammad Tahir Zainuddin4Universitas Lancang Kuning, PekanbaruUniversitas Lancang Kuning, PekanbaruUniversitas Lancang Kuning, PekanbaruUniversitas Lancang Kuning, PekanbaruUniversiti Sains Islam MalaysiaPremium laptop brands are increasingly loved by consumers, and despite the high prices, they are still willingness to pay. This study aims to determine the driving factors of consumer brand love and willingness to pay for premium laptop products. Psychological factors such as social status, Fear of Missing Out (FOMO), and Hedonism are driving factors. The survey technique was used to collect data on the answers of premium laptop consumer respondents using purposive sampling of 633 buyers of premium laptop products. Data analysis of data processing and presentation using Structural Equation Modeling using SmartPLS 4.0 software. The results showed that social status and Hedonism are driving factors for brand love and willingness to pay for premium laptop products. Next, FOMO feelings also cause hedonism, but cannot make customers willingness to pay (WTP). The role of brand love and hedonism can mediate social status and FOMO on willingness to pay.http://jurnal.untagsmg.ac.id/index.php/fe/article/view/4569fomostatus socialhedonismwillingness to paybrand love |
| spellingShingle | Nofrizal Nofrizal Arizal N Aznuriyandi Aznuriyandi Nurhayani Lubis Mohammad Tahir Zainuddin Unveiling Consumer Affection: Exploring the Psychological Forces Driving Love and Willingness to Pay for Premium Laptop Brands Media Ekonomi dan Manajemen fomo status social hedonism willingness to pay brand love |
| title | Unveiling Consumer Affection: Exploring the Psychological Forces Driving Love and Willingness to Pay for Premium Laptop Brands |
| title_full | Unveiling Consumer Affection: Exploring the Psychological Forces Driving Love and Willingness to Pay for Premium Laptop Brands |
| title_fullStr | Unveiling Consumer Affection: Exploring the Psychological Forces Driving Love and Willingness to Pay for Premium Laptop Brands |
| title_full_unstemmed | Unveiling Consumer Affection: Exploring the Psychological Forces Driving Love and Willingness to Pay for Premium Laptop Brands |
| title_short | Unveiling Consumer Affection: Exploring the Psychological Forces Driving Love and Willingness to Pay for Premium Laptop Brands |
| title_sort | unveiling consumer affection exploring the psychological forces driving love and willingness to pay for premium laptop brands |
| topic | fomo status social hedonism willingness to pay brand love |
| url | http://jurnal.untagsmg.ac.id/index.php/fe/article/view/4569 |
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