CONSUMER BUYING BEHAVIOR TOWARDS LUXURIOUS FASHION PRODUCTS: AN EXPLORATORY STUDY OF CAREER WOMAN IN JAKARTA

Abstract

Indonesian purchasing power decreasing around 20% - 30% for non-consumption products like luxury fashion products, it happened because of the increment of BI rate (Satria Hamid-General Secretary of APRINDO, 2013). Because of that, the quantitative research was conducted to determine the factor of Jakartans‟ career women buying behavior towards luxurious fashion products. Around 400 questionnaires were distributed via online and manual, and 338 of them could be used for the analysis. The research was focused on the theory of consumer buying behavior that related to the consumption of luxurious products like personal values and social recognition. The software well-known as SPSS used to analyze the data to test the validity, reliability, and factor analysis. The research determined that there are four factors that influenced the Jakartans‟ career women to purchase the luxurious fashion products. The factors are vanity, conformity, prestige, and the need for uniqueness.