Proceedings of the 4th International Conference on Accounting, Management, and Economics, ICAME 2019, 25 October 2019, Makassar, Indonesia

Research Article

Lifestyle, Motivation, and Purchase Intention of Luxury Bag With Instagram Facility as Moderation on Millennial Generation

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  • @INPROCEEDINGS{10.4108/eai.25-10-2019.2295314,
        author={Hatane  Semuel and Fabiola  Sampurno},
        title={Lifestyle, Motivation, and Purchase Intention of Luxury Bag With Instagram Facility as Moderation on Millennial Generation },
        proceedings={Proceedings of the 4th International Conference on Accounting, Management, and Economics, ICAME 2019, 25 October 2019, Makassar, Indonesia},
        publisher={EAI},
        proceedings_a={ICAME},
        year={2020},
        month={6},
        keywords={lifestyle utilitarian motivation hedonic motivation instagram facility and purchase intention},
        doi={10.4108/eai.25-10-2019.2295314}
    }
    
  • Hatane Semuel
    Fabiola Sampurno
    Year: 2020
    Lifestyle, Motivation, and Purchase Intention of Luxury Bag With Instagram Facility as Moderation on Millennial Generation
    ICAME
    EAI
    DOI: 10.4108/eai.25-10-2019.2295314
Hatane Semuel1,*, Fabiola Sampurno1
  • 1: Petra University
*Contact email: samy@petra.ac.id

Abstract

The advances in information technology have led to interesting phenomena, such as the increasing number of luxury goods that can be marketed through social media such as Instagram, which is mostly used by millennials. This generation has unique characteristics in shopping compared to previous generations. This study aims to determine the effect of lifestyle and motivation on the interest in buying millennial generation branded handbags with Instagram facilities as moderation. The research data was obtained through questionnaire distribution with the help of google forms for 165 respondents online and analyzed using PLS software. The results showed that lifestyle and motivation had a significant influence on purchase intentions, while the Instagram facility had no significant effect on shopping intentions. It also shows that the Instagram facility does not moderate the influence of lifestyle and purchase intentions or motivation and purchase intentions.