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All Journal JAM : Jurnal Aplikasi Manajemen Media Trend: Berkala Kajian Ekonomi dan Studi Pembangunan Jurnal Manajemen dan Kewirausahaan (JMDK) Jurnal Manajemen Pemasaran JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS JMK Jurnal Manajemen dan Kewirausahaan Jurnal Fokus Manajemen Bisnis Jurnal Manajemen dan Inovasi (MANOVA) Jurnal Ekonomi
Burhanudin Burhanudin
Universitas Hayam Wuruk Perbanas
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Jurnal Manajemen dan Inovasi (MANOVA)

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The Consequences Of Social Comparison On Price-Quality Schema, Prestige Sensitivity, And Willingness To Purchase Burhanudin Burhanudin; Shalva Sabrina Putri
Jurnal Manajemen dan Inovasi (MANOVA) Vol. 6 No. 2 (2023): Juli
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Islam Universitas Islam Negeri Sunan Ampel Surabaya

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Abstract

Consumers interact with other consumers and often compare themselves with others. This consumer tendency shows social comparison. Masstige, which stands for prestige for the masses, may involve this case. However, it has received less attention in previous studies. This study examines the consequences of social comparison on price-quality schema, prestige sensitivity, and willingness to purchase a masstige brand. This study also examines the mediation of price-quality schema and prestige sensitivity on the effect of social comparison on willingness to purchase. A consumer survey was conducted to test these effects, and 240 respondents participated. The data in this study were analyzed using structural equation modeling. The analysis results show that social comparison affects price-quality schema and prestige sensitivity and subsequently affects willingness to purchase. This study also found mediation of price-quality schema and prestige sensitivity on the effect of social comparison on willingness to purchase. The above findings indicate that marketers of masstige brands can utilize social comparison to market their products.
Co-Authors Ade Firmansyah Diva Eriel Noviza Maimona Noer Kamalia Raden Roro Windy Selfi Laela Sari Shalva Sabrina Putri Shinta Nufus Aulia Syed Muntasir Husain Bokhari Yuliana Cintya Jinus