Keywords
percieved quality
need of uniqueness
purchase intention
purchase behavior
How to Cite
Abstract
Penelitian ini bertujuan untuk menjelaskan pengaruh niat beli barang mewah terhadap perilaku pembelia pada generasi Z. Peneliti menggunakan non-probability sampling dan convenience sampling untuk mengumpulkan data dari responden. Pengujian hipotesis dalam penelitian ini menggunakan analisis deskriptif yang diolah dengan bantuan software statistical product and service solutions (SPSS) sebanyak 45 responden untuk menguji apakah pertanyaan ini sesuai dengan fungsi pengukurannya dan kuesioner dapat dipahami, selain itu analisis structural equation modeling (SEM) yang diolah dengan bantuan software SmartPLS dengan jumlah responden sebanyak 150. Hasil dari penelitian menunjukan bahwa variabel brand consciousness, percieved quality, dan need of uniqueness berpengaruh positif dan signifikan terhadap purchase intention, dan variabel purchase intention berpengaruh positif dan signifikan terhadap purchase behavior.
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