THE INFLUENCE OF NEED FOR UNIQUENESS, BANDWAGON EFFECT AND
REFERENCE GROUP ON PURCHASE INTENTION THROUGH VALUEEXPRESSIVE
FUNCTION OF ATTITUDE AS AN INTERVENING VARIABLE
(EMPIRICAL STUDY ON HIJAB BUTTONSCARVES)
Dublin Core
Title
THE INFLUENCE OF NEED FOR UNIQUENESS, BANDWAGON EFFECT AND
REFERENCE GROUP ON PURCHASE INTENTION THROUGH VALUEEXPRESSIVE
FUNCTION OF ATTITUDE AS AN INTERVENING VARIABLE
(EMPIRICAL STUDY ON HIJAB BUTTONSCARVES)
REFERENCE GROUP ON PURCHASE INTENTION THROUGH VALUEEXPRESSIVE
FUNCTION OF ATTITUDE AS AN INTERVENING VARIABLE
(EMPIRICAL STUDY ON HIJAB BUTTONSCARVES)
Subject
Need For Uniqueness, Bandwagon Effect, Reference Group, Value-Expressive
Function Of Attitude, Purchase Intention.
Function Of Attitude, Purchase Intention.
Description
This research aims to analyze the influence of need for uniqueness, bandwagon effect,
and reference group on purchase intention through the value-expressive function of
attitude as an intervening variable on Buttonscarves hijab in Pontianak. The
research approach is quantitative, using an associative causal method. The research
is conducted on respondents who are familiar with Buttonscarves hijab products in
Pontianak. Sampling in this research used non-probability sampling method,
specifically purposive sampling. The collected data were then analyzed using
Structural Equation Model with the assistance of the SmartPLS version 4 statistical
application. The results of the data analysis indicate a direct and significant
influence between the need for uniqueness and the bandwagon effect on the valueexpressive
function of attitude. The need for uniqueness, bandwagon effect, and
reference group significantly influence purchase intention. The value-expressive
function of attitude significantly influences purchase intention. The value-expressive
function of attitude mediates the indirect influence of the need for uniqueness and the
bandwagon effect on purchase intention. All hypothesis testing results show a strong
level of significance and reliability. The implications of these findings underscore the
importance for Buttonscarves to design marketing strategies that not only emphasize
the exclusivity of the product but also capitalize on consumers' desire to express their
personal values through the products they purchase.
and reference group on purchase intention through the value-expressive function of
attitude as an intervening variable on Buttonscarves hijab in Pontianak. The
research approach is quantitative, using an associative causal method. The research
is conducted on respondents who are familiar with Buttonscarves hijab products in
Pontianak. Sampling in this research used non-probability sampling method,
specifically purposive sampling. The collected data were then analyzed using
Structural Equation Model with the assistance of the SmartPLS version 4 statistical
application. The results of the data analysis indicate a direct and significant
influence between the need for uniqueness and the bandwagon effect on the valueexpressive
function of attitude. The need for uniqueness, bandwagon effect, and
reference group significantly influence purchase intention. The value-expressive
function of attitude significantly influences purchase intention. The value-expressive
function of attitude mediates the indirect influence of the need for uniqueness and the
bandwagon effect on purchase intention. All hypothesis testing results show a strong
level of significance and reliability. The implications of these findings underscore the
importance for Buttonscarves to design marketing strategies that not only emphasize
the exclusivity of the product but also capitalize on consumers' desire to express their
personal values through the products they purchase.
Creator
Meydiawati*1), Wenny Pebrianti2), Ramadania3)
Source
https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Date
2024
Contributor
PERI IRAWAN
Format
PDF
Language
ENGLISH
Type
TEXT
Files
Citation
Meydiawati*1), Wenny Pebrianti2), Ramadania3), “THE INFLUENCE OF NEED FOR UNIQUENESS, BANDWAGON EFFECT AND
REFERENCE GROUP ON PURCHASE INTENTION THROUGH VALUEEXPRESSIVE
FUNCTION OF ATTITUDE AS AN INTERVENING VARIABLE
(EMPIRICAL STUDY ON HIJAB BUTTONSCARVES),” Repository Horizon University Indonesia, accessed April 22, 2025, https://repository.horizon.ac.id/items/show/7169.
REFERENCE GROUP ON PURCHASE INTENTION THROUGH VALUEEXPRESSIVE
FUNCTION OF ATTITUDE AS AN INTERVENING VARIABLE
(EMPIRICAL STUDY ON HIJAB BUTTONSCARVES),” Repository Horizon University Indonesia, accessed April 22, 2025, https://repository.horizon.ac.id/items/show/7169.