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Iin Mayasari
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ABSTRACT
The objective of the research was to analyze the internal aspects of individual consumer to perceive the massive prestige brands. The brand chosen was influenced by conspicuousness, uniqueness, functional value, extended-self, hedonism, exploration, value consciousness, vanity. The research used quantitative approach by conducting a survey college students, workers and housewives. A total of 300 questionnaires were distributed, but only 243 questionnaires were used for further analysis. The data were analyzed by multiple regressions. Conspicuousness ...
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Depok: Department of Management Faculty of Economics and Business, Universitas Indonesia, 2017
658 AMJ 9:1 (2017)
Artikel Jurnal Universitas Indonesia Library
