Analysis of the Influence of Brand Consciousness, Materialism, Social Comparison, Fashion Innovativeness, and Fashion Involvement on Attitude Towards Purchasing Luxury Fashion Goods and Repurchase Intention of Luxury Fashion Goods Furla Customers in Surabaya

Abstract

Luxury fashion goods is a dynamic and competitive industry. Nowadays, customers are not only buying luxury goods, but also looking for added value that can only be obtained from these luxury goods, in determining them to be loyal customers. As a well-known brand with a rich Italian culture, Furla needs to always strive on how to continuously improve product quality, product innovation and other factors, by working to increase sales and build customer loyalty to Furla products. The purpose of this study was to evaluate and analyze the effect of brand consciousness, fashion innovativeness, fashion involvement, materialism and social comparison on Repurchase Intention through Attitude Towards Purchasing Luxury Fashion Goods at Furla in Surabaya. This research is a causal research, which uses a quantitative approach with analysis techniques using SPSS version 22.0 software. Data collection in this study was carried out by distributing questionnaires to 135 respondents, with the characteristics that respondents are customers of the Furla Store in Surabaya, women, aged 18-60 years, residing in Surabaya, have bought and used Furla products at least 2 times in The last 1 year, and still using Furla products until the time this research was conducted. Based on the research that has been done, the results show that there are two variables that most influence attitude towards purchasing luxury fashion goods are fashion innovativeness with a regression coefficient of 0.266 and brand consciousness with a regression coefficient of 0.212. So that Furla in Surabaya needs to increase the influence of these variables, to increase his attitude towards purchasing luxury fashion goods which will affect repurchase intention.

How Does Personality Trait Affect Online Financial Service Use of College Students in China?

“…In other words, Chinese college students with a high level of materialism would display a higher level of intention to use online financial services through attitude toward behavior. This finding is consistent with prior studies that personality traits would affect individual financial behavior (Noh, 2022), purchase intention (Septiana and Qastharin), or repurchase intention (Chandra, 2021) through attitude toward behavior.…”