Lifestyle, Motivation, and Purchase Intention of Luxury Bag With Instagram Facility as Moderation on Millennial Generation

Semuel, Hatane; Sampurno, Fabiola

doi:10.4108/eai.25-10-2019.2295314

Cited by 4 publications

(4 citation statements)

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“…Through Instagram, companies can create interesting and creative content to attract millennials to buy products. With the emergence of technology and information that significantly creates new habits in buying a product, many luxury goods are marketed through social media [4]. The millennial generation encompasses individuals born between 1980 and 1999 [5].…”

Section: Introductionmentioning

confidence: 99%

The Impact of Digital Marketing Strategies on the Purchase Decisions of the Millennial Generation for Insurance

Darmawansyah,

Polindi,

Aguspriyani

et al. 2023

Proceedings of the 6th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2023, 13-14 September 2023,

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This study aims to determine the impact of digital marketing strategies among millennials in Indonesia in purchasing insurance products. The methodology used in this study is quantitative, while the theory used is the Technology Acceptance Model (TAM) Theory, Digital Marketing Theory, and Consumer Behavior Theory. The research was carried out by collecting questionnaires distributed to the research sample, namely the millennial generation who can become insurance participants. The minimum sample size taken is 100 millennial respondents. The study results show that digital marketing strategies have a positive and significant effect on the millennial generation's decision to purchase insurance products. The study's results also show that the more optimal the strategy used in digital marketing, the more likely it is for the millennial generation to buy insurance products. This research contributes to companies developing more effective marketing strategies so millennials become insurance participants. Future research should use a more representative sampling technique and a larger sample size to strengthen the results of this study.

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Section: Introductionmentioning

confidence: 99%

The Impact of Digital Marketing Strategies on the Purchase Decisions of the Millennial Generation for Insurance

Darmawansyah,

Polindi,

Aguspriyani

et al. 2023

Proceedings of the 6th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2023, 13-14 September 2023,

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“…More specifically, clothing is an expression of one's identity. (Semuel & Sampurno, 2019) Distros are generally small and medium industries (IKM) engaged in the distribution of their brand sales. This distribution business is in great demand by young people who want to appreciate their creativity through the products they produce.…”

Section: Introductionmentioning

confidence: 99%

Influence of Brand Image and Price On Purchase Decision

Nugraha,

Nurdiansyah

2022

jebe

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This study aims to determine the influence of brand image and price on the purchasing decisions of fashion consumers at one of the distros in the city of Bandung. The research method used is the Quantitative method with the Verification approach, the samples taken in this study are consumers who have purchased a product with as many as 100 respondents with the accidental sampling technique. Furthermore, primary data uses to obtain supporting data and information, namely data obtained directly from consumers. Based on research using path analysis, the brand image variable has a direct effect of 22.8%, an indirect effect through the price relationship of 13.1%, and the total effect is 35.9%. The price variable has a direct effect of 14.1% and an indirect effect through the brand image relationship of 13.1%; the total effect is 27.1%. The research results on the correlation coefficient of determination illustrate the magnitude of the contribution of all independent variables, namely brand image and price, in determining the purchasing decision variable, which is 0.630 or 63%. In comparison, other factors that influence purchasing decisions that are not examined are 36.9%. The implications of the research results are for fashion businesses to pay more attention to brand image and price to improve purchasing decisions.

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“…Tương tự Dey và Srivastava (2017) chứng minh rằng động cơ hưởng thụ với 5 thành tố: tương tác xã hội, niềm vui, mới lạ, lời khen từ người khác và thoát ly có liên hệ với ý định mua ngẫu hứng39 . Một nghiên cứu về người tiêu dùng thế hệ Y, Semuel và Sampurno (2019) cũng tìm thấy được mối liên hệ có ý nghĩa giữa động cơ và ý định mua hàng túi xách thời trang có thương hiệu40 . Trong ngữ cảnh mua sắm thông qua mạng xã hội, Noh và Lee (2011) đã chứng minh được rằng động cơ cá nhân và động cơ xã hội tác động trực tiếp và cùng chiều ý định mua sắm41 trong khi Woo và Hwang (2013) tìm thấy động cơ lý trí và động cơ thông tin cũng có quan hệ thuận chiều với ý định mua sắm42 .…”

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The relationship among shopping motives, orientation and purchase intension: Theorical overview and research model

Nguyen¹,

Huynh

2022

Sci. Tech.Dev. J. - Eco. Law Manag.

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Shopping orientation is defined as a shopping lifestyle, emphasizing an individual way of purchase, and reflects on a consumption perspective as a complex economic, social, and entertainment phenomenon. Thus, it has been considered as the best way to understand the nature of consumers. In spite of being an important construct in marketing literature, nowadays, the classification of shopping orientations has been inconsistent in the scientific community, especially with the rapid growth of the internet, several orientations are emerging. Therefore, this paper aims to review some relevant theories and previous empirical research to determine typical current shopping orientations and propose a research framework exhibiting the relationship among the antecedents (shopping motives) and the consequences (purchase intention) with shopping orientations. The findings indicated three main shopping motives comprising control, intimacy, and self-expression impacting on seven shopping orientations, namely quality, brand, recreation, novelty, price, convenience, and impulse, all of which collectively influence purchase intention. Furthermore, shopping orientation is assumed as a mediating variable to control the impact of shopping motives on purchase intention. This theoretical framework is a significant contribution for literature, from which some management implications are also recommended.

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Lifestyle, Motivation, and Purchase Intention of Luxury Bag With Instagram Facility as Moderation on Millennial Generation

Cited by 4 publications

References 0 publications

The Impact of Digital Marketing Strategies on the Purchase Decisions of the Millennial Generation for Insurance

The Impact of Digital Marketing Strategies on the Purchase Decisions of the Millennial Generation for Insurance

Influence of Brand Image and Price On Purchase Decision

The relationship among shopping motives, orientation and purchase intension: Theorical overview and research model

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