Abstrak

Baca Juga : PENGARUH MATERIALISME, PERBANDINGAN SOSIAL DAN INOVASI FASHION TERHADAP NIAT BELI PELANGGAN DENGAN SIKAP PEMBELIAN FASHION MEWAH SEBAGAI VARIABEL MEDIASI (STUDI TERHADAP KONSUMEN EKONOMI MENENGAH ATAS DI KOTA MEDAN) (Miftahul Huda, 2018) ,

Baca Juga : PERBEDAAN E-WOM KUALITAS INFORMASI, KREDIBILITAS INFORMASI, KEGUNAAN INFORMASI, DAN ADOPSI INFORMASI ANTARA MEDIA SOSIAL DAN SITUS BELANJA PADA NIAT PEMBELIAN PRODUK FASHION DI KOTA BANDA ACEH (Irma Yanti, 2017) ,

n terhadap sikap konsumen banda aceh terhadap pembelian produk fashion mewah. 7) sikap berpengaruh signifikan terhadap niat pembelian konsumen pengguna produk fashion mewah di banda aceh. 8) sikap memediasi secara parsial pengaruh kesadaran merek terhadap niat pembelian konsumen pengguna produk fashion mewah di banda aceh. 9) sikap memediasi secara parsial pengaruh perbandingan sosial terhadap niat pembelian konsumen pengguna produk fashion mewah di banda aceh. 10) sikap memediasi secara parsial pengaruh inovasi fashion terhadap niat pembelian konsumen pengguna produk fashion mewah di banda aceh. kata kunci : faktor-faktor yang mempengaruhi sikap konsumen terhadap pembelian produk fashion mewah, niat pembelian, hierarchical linear modelling (hlm). abstract this study examined in?uencing factors that affect banda aceh consumers attitude towards purchasing luxury fashion goods and purchase intent. the data collected is concentrated in one region of banda aceh. a total of 100 respondents were included. using hierarchical linear modelling (hlm), the results indicated that : 1) brand awareness significant effect on banda aceh consumers purchasing intention for luxury fashion goods. 2) social comparison significant effect on banda aceh consumers purchasing intention for luxury fashion goods. 3) fashion innovativeness significant effect on banda aceh consumers purchasing intention for luxury fashion goods 4) brand awareness significant effect on attitude towards purchasing luxury fashion goods among banda aceh consumers 5) social comparison significant effect on attitude towards purchasing luxury fashion goods among banda aceh consumers. 6) fashion innovativeness significant effect on attitude towards purchasing luxury fashion goods among banda aceh consumers 7) attitude towards purchasing luxury fashion goods among banda aceh consumers significant effect on banda aceh consumers purchasing intention for luxury fashion goods. 8) attitude partially mediates the effect of brand awareness on banda aceh consumers purchasing intention for luxury fashion goods. 9) attitude partially mediates social comparison influence on banda aceh consumers purchasing intention for luxury fashion goods. 10) attitude partially mediates fashion innovativeness influence on banda aceh consumers purchasing intention for luxury fashion goods. keyword : factors that affect consumers attitude towards purchasing luxury fashion goods, purchase intent, hierarchical linear modelling

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