The Effect of Social, Individual, and Materialism Factors on the Purchase of Purchasing Luxury Mixed Bags and Consumer Attitudes as a Mediation Variable (Behavior Study in Career Women in Denpasar)

Abstract

Social factors include normative vulnerability and information on social influences. Social influence reflects the judgment of others on individual consumer behavior. Purchasing decisions are also influenced by personal factors such as age and stages of the life cycle, work, economic situation, lifestyle, and personality and self-concept of the buyer. Materialism is the consumer belief that valuing worldly assets is very important. Attitude is an expression of someone's feelings that reflects their joy or dislike of an object. Buying intention can be defined as the intention of someone to buy a certain brand that they have chosen for themselves after evaluating.

The purpose of this study is to examine the effect of social factors, individual factors and materialism on purchase intentions and consumer attitudes as mediating variables. The sampling technique used is proportional random sampling. The sample in this study was 95 buyers and then the determination of the sample was determined by proportional random sampling in 5 predetermined stores. The data analyst method used is SEM (Structural Equation Modeling) based on component or variance, namely PLS (Partial Least Square). The results of the study stated that social factor variables, individual factors, and materialism had a positive and significant effect on purchase intention. And individual factors and materialism have a positive and significant effect on consumer attitudes, while social factors have a positive but not significant effect on consumer attitudes.