Analysis Of Antecedents And Effect Of Social Media Word of Mouth Toward Luxury Brand Purchase Intention Using Structural Equation Model (SEM)

Abstract

Objectives- The framework in this study is the result of the development of a conceptual model of a consumer's perceived quality model that affects the perceived value of luxury brand. This model also explains the concept of perceived antecedents of the value of the relationship between luxury brands and customer involvement in social media through word of mouth, whether it has an impact on consumers' purchase intentions. This study seeks to understand whether consumer characteristics in the form of perceived demographics and social status as moderating variables directly affect the perception of the value of luxury brands, where customers engage in word of mouth social media which in turn affects purchase intentions. In total, the respondents used in this study amounted to 367 online questionnaires that were collected. The data obtained were processed using a square Structural Equation Model (SEM) in accordance with the research objectives, namely the research framework model was analyzed using SmartPLS software. From the data processing, it was obtained that the perceived quality of consumers directly affects the value of consumer perceptions of luxury brands, where the perceived value consists of financial value, functional value, individual value and social value. From the results of this study, it was also find out how consumers are involved in the process of forming word of mouth on social media had a positively influence on consumers' intentions to purchase luxury brands. This article tries to use the theory of consumer's perceived quality that affect the consumer's perceived value of luxury brands to test the antecedents and to find out whether or not there is an influence caused by social media word of mouth on consumers' purchase intentions, case studies on modern and luxury memorial park brands.