THE EFFECT OF BRAND ATTACHMENT, BRAND EXPERIENCE, AND SELF-IMAGE CONGRUENCE ON THE PURCHASE INTENTION OF LUXURY BRAND

THE EFFECT OF BRAND ATTACHMENT, BRAND EXPERIENCE, AND SELF-IMAGE CONGRUENCE ON THE PURCHASE INTENTION OF LUXURY BRAND

brand attachment, self-image congruence, hedonic motivation, brand experience, purchase intention.

This study empirically builds a conceptual model that describes the effects of brand attachment, selfimage congruence, and brand experience on purchase intention. The focus of this research is to
examine the debate over the findings of previous researchers regarding the influence of hedonic
motivation and self-image congruence in attachment theory-based models using brand attachment as
the central variable. The contribution of this study is to investigate the relationship between hedonic motivation and self-image congruence because, so far, no research has tested the effect of hedonic motivation on self-image congruence. Attachment theory and self-congruity theory are used to solve this problem. The sample selection used a purposive sampling strategy with the characteristics of respondents in Indonesia who had used luxury brands. The number of samples that were successfully collected and tested included 354 respondents. The hypothesis was tested using the Structural Equation Model (SEM) analysis technique. The findings confirm that hedonic motivation and self-image congruence are drivers of brand attachment and increase consumers' purchase intentions.

Asih Dewi Yuanita, Endy Gunanto Marsasi

DOI: http://dx.doi.org/10.26418/jebik.v11i3.57542

Univ. Tanjungpura

31-12-2022

Sri Wahyuni

P-ISSN : 2087-9954, E-ISSN: 2550-0066

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Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK) Univ. Tanjungpura 2022