Tren, Status, Dan Niat Beli: Peran Motivasi Dan  Inspirasi Terhadap Niat Beli Produk Masstige

Rizqi Maghribi; Wenny Pebrianti; Bintoro Bagus Purmono; Juniwati; Heriyadi

doi:10.37476/nmar.v6i2.5224

Authors

Rizqi Maghribi
rizqimaghribi@student.untan.ac.id
Universitas Tanjungpura
Wenny Pebrianti Universitas Tanjungpura
Bintoro Bagus Purmono Universitas Tanjungpura
Juniwati Universitas Tanjungpura
Heriyadi Universitas Tanjungpura

Keywords:

Veblen Motivation, Bandwagon Motivation, Customer Inspiration, Purchase Intention, Masstige Product

Abstract

Tujuan dari penelitian ini adalah untuk melihat bagaimana motivasi Veblen dan Bandwagon mempengaruhi inspirasi konsumen terhadap masstige dan bagaimana hal tersebut mempengaruhi niat mereka untuk membeli produk Samsung yang masstige. Dua ratus orang yang mengenal seri Fold dan Galaxy Ultra dari Samsung disurvei secara online menggunakan kuesioner Google Formulir yang dipilih dengan metode purposive sampling. Korelasi antar variabel penelitian dievaluasi dengan analisis data menggunakan Structural Equation Modeling (SEM) dengan SmartPLS 4.0. Veblen Motivation, Bandwagon Motivation, dan Inspirasi Konsumen terhadap Masstige berhubungan secara positif dan signifikan, sesuai dengan data. Selain itu, terdapat hubungan yang positif dan signifikan secara statistik antara inspirasi konsumen terhadap Masstige dan niat untuk membeli Masstige. Penelitian ini menambah apa yang telah diketahui tentang perilaku konsumen, khususnya yang berkaitan dengan faktor-faktor yang memotivasi orang untuk membeli barang masstige (prestise massal). Hasil penelitian ini juga memiliki implikasi manajemen yang penting, karena menyiratkan bahwa kampanye iklan harus menyoroti status dan nilai simbolis barang. Selain itu, produk masstige dapat memperoleh manfaat dari daya tarik viral dan peningkatan minat pasar massal yang muncul karena adanya tokoh terkenal atau kelompok teknologi sebagai pendukung.

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