THE EFFECT OF BRAND ATTACHMENT, BRAND EXPERIENCE, AND SELF-IMAGE CONGRUENCE ON THE PURCHASE INTENTION OF LUXURY BRAND

This study empirically builds a conceptual model that describes the effects of brand attachment, self-image congruence, and experience on purchase intention. The focus this research is to examine debate over findings previous researchers regarding influence hedonic motivation congruence in attachment theory-based models using as central variable. contribution investigate relationship between because, so far, no has tested effect congruence. Attachment theory self-congruity are used solve problem. sample selection purposive sampling strategy with characteristics respondents Indonesia who had luxury brands. number samples were successfully collected included 354 respondents. hypothesis was Structural Equation Model (SEM) analysis technique. confirm drivers increase consumers' intentions.JEL : M30, M31. ABSTRAKPenelitian ini mencoba mengembangkan konseptual secara empiris tentang pengaruh dan terhadap niat beli. Peneliti menemukan bahwa keterikatan merek keselarasan citra diri tidak optimal untuk perusahaan mewah, meningkatkan kemungkinan mereka memengaruhi beli konsumen mewah. Fokus penelitian adalah mengkaji perdebatan atas temuan peneliti sebelumnya mengenai variabel motivasi hedonis pada berbasis teori menggunakan sebagai inti. Penelitian juga menggabungkan memecahkan masalah tersebut. Pemilihan sampel strategi dengan karakteristik responden yang pernah merek-merek Sebanyak dari 375 berhasil dikumpulkan diuji sampelnya, sekitar 21 kuesioner berisi data memenuhi syarat. Pengujian hipotesis akan teknik analisis SEM (Structural Model). Temuan mengkonfirmasi pendorong merek, dapat konsumen.Kata Kunci kesesuaian diri, hedonis, pengalaman