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Abstrak :
Penelitian ini membahas pengaruh personal dan sosial remaja sebagai segmen konsumen yang potensial bagi pasar produk dengan merek mewah dengan mengadopsi model penelitian yang sebelumnya telah dilakukan oleh Gil et al. (2012). Data dari 370 responden berusia 14-19 tahun dianalisis dengan metode Structural Equation Modeling (SEM). Studi ini memperlihatkan interdependent self construal, materialism dan social consumption motivation mempengaruhi sikap remaja terhadap merek mewah secara positif. Self-concept clarity dan independent self construal tidak terbukti mempengaruhi social consumption motivation secara negatif. Peer pressure terbukti mempengaruhi hubungan selfconcept clarity pada social consumption motivation.

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This research discussed about the personal and social influences on teens as a potential consumer segment in luxury brand market by adopting the research model previously conducted by Gil et al. (2012). Data from 370 respondents consisted of teenagers between the age of 14-19 were analyzed using Structural Equation Modeling (SEM). This study demonstrated that interdependent self construal, materialism, and social consumption motivation affect attitude toward luxury brands among teens positively. Self-concept clarity and independent self construal were not proved affected social consumption motivation negatively. Peer pressure was proved that it affected the relationship between self-concept clarity and social consumption motivation.

Abstrak :
ABSTRAK Penelitian ini bertujuan untuk mempelajari tentang self concept, kesadaran terhadap brand dan faktor-faktor motivasi konsumsi conspicuous consumption dan brand self congruency yang ada di dalam diri masyarakat perkotaan di Jabodetabek terhadap luxury smartphone yaitu Apple iPhone 6 sehingga mempengaruhi perilaku nyata konsumen untuk melakukan loyalitas terhadap brand dan memiliki minat beli. Penelitian ini menggunakan metode penelitian kuantitatif dengan desain deskriptif. Hasil analisis data dari 140 responden yang menggunakan Structural Equation Modeling (SEM) ini menyarankan bahwa pemasar luxury smartphone perlu memahami self concept yaitu kesadaran diri di mata publik, membangun kepribadian brand yang dapat diterima dan memiliki kongruensi dengan diri konsumen dan mempertahankan nilai luxury pada brand yang dapat menggambarkan status tertentu di masyarakat sehingga dapat mempengaruhi brand loyalty dan purchase intention konsumen terhadap brand tersebut.

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ABSTRACT This research aims to study the self concept, brand consciousness, and consumption motivations (conspicuous consumption and brand self congruency) of urban people in Jakarta Greater Area towards Apple iPhone 6 as luxury smartphone. These factors will affect consumers? real behavior to have brand loyalty and purchase intention towards the product and the brand. This research used quantitative research method with descriptive design. The result of 140 respondents? data analysis using Structural Equation Modeling (SEM). suggested that the luxury smartphone marketers need to understand the self concept?public self consciousness, to build brand personality that can be accepted and having congruence with consumers? self concept, and maintain the luxury value of brand that could describe specified status in the society so can affect consumers? brand loyalty and purchase intention towards the brand.