The Influence of Social Comparison Orientation on Attitudinal Loyalty, Brand Happiness, and Willingness to Purchase a Masstige Brand
Individuals often compare themselves to others because of the rise of social media, which can make them want to buy something like a luxury brand. However, reaching luxury brand will be difficult because in addition to the high price, the product is also made in limited quantities. Therefore, massti...
| Main Authors: | , |
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| Format: | Article |
| Language: | Indonesian |
| Published: |
Universitas Merdeka Malang
2023-12-01
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| Series: | Jurnal Manajemen Dan Kewirausahaan |
| Subjects: | |
| Online Access: | https://jurnal.unmer.ac.id/index.php/jmdk/article/view/10501 |
| _version_ | 1797346263648174080 |
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| author | Rachman Tri Fridian Burhanudin Burhanudin |
| author_facet | Rachman Tri Fridian Burhanudin Burhanudin |
| author_sort | Rachman Tri Fridian |
| collection | DOAJ |
| description | Individuals often compare themselves to others because of the rise of social media, which can make them want to buy something like a luxury brand. However, reaching luxury brand will be difficult because in addition to the high price, the product is also made in limited quantities. Therefore, masstige brand is an alternative that companies can use. This study aims to determine the effect of social comparison orientation on willingness to purchase masstige brands and their impact on attitudinal loyalty and brand happiness. In this study, there were 211 participants. Structured equation modeling was used to analyze data. The results of analysis show social comparison orientation has an impact on willingness to purchase a masstige brand, resulting in attitudinal loyalty and brand happiness. |
| first_indexed | 2024-03-08T11:30:30Z |
| format | Article |
| id | doaj.art-e620a08bbc464747a2a4bb21aa2318de |
| institution | Directory Open Access Journal |
| issn | 2301-9093 2540-8259 |
| language | Indonesian |
| last_indexed | 2024-03-08T11:30:30Z |
| publishDate | 2023-12-01 |
| publisher | Universitas Merdeka Malang |
| record_format | Article |
| series | Jurnal Manajemen Dan Kewirausahaan |
| spelling | doaj.art-e620a08bbc464747a2a4bb21aa2318de2024-01-26T01:51:02ZindUniversitas Merdeka MalangJurnal Manajemen Dan Kewirausahaan2301-90932540-82592023-12-0111220321110.26905/jmdk.v11i2.105014290The Influence of Social Comparison Orientation on Attitudinal Loyalty, Brand Happiness, and Willingness to Purchase a Masstige BrandRachman Tri Fridian0Burhanudin Burhanudin1Universitas Hayam Wuruk PerbanasUniversitas Hayam Wuruk PerbanasIndividuals often compare themselves to others because of the rise of social media, which can make them want to buy something like a luxury brand. However, reaching luxury brand will be difficult because in addition to the high price, the product is also made in limited quantities. Therefore, masstige brand is an alternative that companies can use. This study aims to determine the effect of social comparison orientation on willingness to purchase masstige brands and their impact on attitudinal loyalty and brand happiness. In this study, there were 211 participants. Structured equation modeling was used to analyze data. The results of analysis show social comparison orientation has an impact on willingness to purchase a masstige brand, resulting in attitudinal loyalty and brand happiness.https://jurnal.unmer.ac.id/index.php/jmdk/article/view/10501attitudinal loyalty, brand happiness, masstige brand, social comparison orientation, willingness to purchase |
| spellingShingle | Rachman Tri Fridian Burhanudin Burhanudin The Influence of Social Comparison Orientation on Attitudinal Loyalty, Brand Happiness, and Willingness to Purchase a Masstige Brand Jurnal Manajemen Dan Kewirausahaan attitudinal loyalty, brand happiness, masstige brand, social comparison orientation, willingness to purchase |
| title | The Influence of Social Comparison Orientation on Attitudinal Loyalty, Brand Happiness, and Willingness to Purchase a Masstige Brand |
| title_full | The Influence of Social Comparison Orientation on Attitudinal Loyalty, Brand Happiness, and Willingness to Purchase a Masstige Brand |
| title_fullStr | The Influence of Social Comparison Orientation on Attitudinal Loyalty, Brand Happiness, and Willingness to Purchase a Masstige Brand |
| title_full_unstemmed | The Influence of Social Comparison Orientation on Attitudinal Loyalty, Brand Happiness, and Willingness to Purchase a Masstige Brand |
| title_short | The Influence of Social Comparison Orientation on Attitudinal Loyalty, Brand Happiness, and Willingness to Purchase a Masstige Brand |
| title_sort | influence of social comparison orientation on attitudinal loyalty brand happiness and willingness to purchase a masstige brand |
| topic | attitudinal loyalty, brand happiness, masstige brand, social comparison orientation, willingness to purchase |
| url | https://jurnal.unmer.ac.id/index.php/jmdk/article/view/10501 |
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