Pengaruh Self-Brand Congruity Terhadap Niat Pembelian Produk Mewah Asli Dan Palsu: Peran Mediasi Brand Satisfaction Dan Emotional Brand Attachment
Abstract
Abstrak
Penelitian ini mengkaji dampak Self-Brand Congruity pada Emotional Brand Attachment dan perilaku patronase konsumen terhadap produk mewah yang asli maupun tiruan, dengan mempertimbangkan Brand Satisfaction sebagai variabel perantara. Kajian ini memeriksa empat aspek Self-Brand Congruity yaitu Actual, Ideal, Social, dan Ideal-Social Self-Congruity, untuk melihat bagaimana pandangan pribadi dan sosial tentang diri memengaruhi ikatan emosional dengan merek mewah. Menggunakan pendekatan kuantitatif melalui Structural Equation Modeling (SEM) berdasarkan data dari survei, penelitian menemukan bahwa Actual, Social, dan Ideal-Social Self-Congruity memperkokoh Emotional Brand Attachment, yang pada gilirannya meningkatkan kecenderungan memilih produk mewah asli sambil mengurangi ketertarikan pada barang palsu. Dengan memasukkan Brand Satisfaction, hubungan ini menjadi lebih kuat, menandakan bahwa konsumen yang merasa puas biasanya memiliki ikatan emosional yang lebih dalam dan menunjukkan perilaku patronase yang positif. Penelitian ini menyimpulkan bahwa kesesuaian antara konsep diri, kepuasan, dan ikatan emosional berperan krusial dalam menentukan pilihan konsumsi produk mewah, serta memberikan pandangan berharga untuk strategi pemasaran merek dan langkah-langkah pencegahan pemalsuan.
Kata kunci: Self-Brand Congruity, Brand Satisfaction, Emotional Brand Attachment, Luxury brand, Consumer Patronage Behavior
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DOI: https://doi.org/10.52643/jam.v16i2.8534
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