International Journal of Economics.
Business and Accounting Research (IJEBAR) Peer Reviewed Ae International Journal Vol-8.
Issue-1, 2019 (IJEBAR) E-ISSN: 2614-1280 P-ISSN 2622-4771 https://jurnal.
stie-aas.
id/index.
php/IJEBAR THE INFLUENCE OF NEED FOR UNIQUENESS.
BANDWAGON EFFECT AND REFERENCE GROUP ON PURCHASE INTENTION THROUGH VALUEEXPRESSIVE FUNCTION OF ATTITUDE AS AN INTERVENING VARIABLE
(EMPIRICAL STUDY ON HIJAB BUTTONSCARVES)
Meydiawati*.
Wenny Pebrianti.
Ramadania.
Program studi Magister Manajemen.
Fakultas Ekonomi dan Bisnis.
Universitas Tanjungpura.
E-mail*: meydiawati343@gmail.
Abstract: This research aims to analyze the influence of need for uniqueness, bandwagon effect, and reference group on purchase intention through the value-expressive function of attitude as an intervening variable on Buttonscarves hijab in Pontianak.
The research approach is quantitative, using an associative causal method.
The research is conducted on respondents who are familiar with Buttonscarves hijab products in Pontianak.
Sampling in this research used non-probability sampling method, specifically purposive sampling.
The collected data were then analyzed using Structural Equation Model with the assistance of the SmartPLS version 4 statistical The results of the data analysis indicate a direct and significant influence between the need for uniqueness and the bandwagon effect on the valueexpressive function of attitude.
The need for uniqueness, bandwagon effect, and reference group significantly influence purchase intention.
The value-expressive function of attitude significantly influences purchase intention.
The value-expressive function of attitude mediates the indirect influence of the need for uniqueness and the bandwagon effect on purchase intention.
All hypothesis testing results show a strong level of significance and reliability.
The implications of these findings underscore the importance for Buttonscarves to design marketing strategies that not only emphasize the exclusivity of the product but also capitalize on consumers' desire to express their personal values through the products they purchase.
Keywords: Need For Uniqueness.
Bandwagon Effect.
Reference Group.
Value-Expressive Function Of Attitude.
Purchase Intention.
Introduction With The dynamic development of social life, individual appearance, especially related tofashion, not only serves as body protection but also has an important role in defining itself.
Currently there are many productsbrand fashion which is growing rapidly, especially in Indonesia.
One of them is marked by the emergence of the popular hijab phenomenon and has becometrend hijab models for middle and upper class Muslim women.
International Journal of Economics.
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Based on the Opinion Poll (Jakpa.
survey, 50% of consumers bought the productfashion and accessories.
Talk aboutfashion it will never end.
Trend fashion is something that will continue to develop in a society in terms of clothing style.
Presencefashion Whichup-to-date keep up with developments in the worldfashion Muslims continue to transform from a conservative style to a more contemporary and youthful spirit (Saviq, 2.
The hijab among Indonesian people, especially West Kalimantan, is no longer a strange When you hear the word hijab, what comes to mind is the cloth that covers a woman's In the Islamic view, the hijab is a Muslim woman's obligation to cover her private parts.
But nowadays the hijab has becometrend fashion for Muslim women to look fashionable andtrendsbut still in accordance with Islamic sharia.
Considering the increasing number of Indonesian women who wear the hijab, thentrend can also go fast.
At first, young people thought that wearing the hijab made their appearance old-fashioned, but as time progressed and the introduction of Muslim culture in Indonesia, the hijab became an obligation for Muslim women and could even make their appearance fashionable.
Clothing at this time does not just cover the private parts, it even acts asfashion style which has become common to infect Muslims including aspects of clothes, pants, and hijab facing innovations that can attract attention (Mustami, 2.
Because oftrend fashion that makes a lotdesignerMuslim fashion in Indonesia emerged and released hijab products with varying brands and prices.
ParadesignerThis produces various works that are ready for consumption by middle class people.
Middle class people use branded hijabs as a challenge to show themselves and are seen by others as recognition that their social status is higher than others, even though what is shown is not necessarily in accordance with their actual social status.
Efforts to improve social status by middle class people can be done by usingbrand Ae brand hijabs are usually only owned by the upper middle class, apart from that, middle class people feel challenged to wear branded hijabs to gain subjective social status.
One ofbrand fashion The most popular hijab at the moment is Buttonscarves.
Buttonscarves is one of thembrand fashion local in Indonesia which carries itluxurious lifestyle product with the main productscarf .
, which focuses on middle and upper class Muslim women in Indonesia as the main target, and has succeeded in penetrating to the international Buttonscarves have distinctive characteristics and good quality so that they are able to attract the interest of consumers both domestic and overseas such as Malaysia.
Singapore and Brunei Darussalam.
Buttonscarves focuses on servingmarket premium in the Indonesian market International Journal of Economics.
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Apart from that.
Buttonscraves also focuses on providing quality products in order to compete in the worldlocal market norglobal.
Existencebrand considered as a pillar that supports the success of a business (Ranto, 2.
Therefore, we can look at the listoffline store Buttonscarves like the following:
Table 1 ListOffline Store Buttonscarves International Indonesia Country/Ci AmountSt Country/City Malaysia 2 store Java Island a Jakarta Sumatera island Kalimantan Sulawesi island AmountSt 10 store a West Java a Yogyakarta a Semarang a Surabaya a Lombok a Aceh a While a Pekanbaru a Field a Jambi a Palembang a Lampung a Pinang base a Banjarmasin a Balikpapan a Samarinda a Macassar Total Source: Buttonscarves.
com, 2023 (Author's Proces.
Buttonscarves products are not only welcomed by Indonesian hijabers, but also several neighboring countries such as Malaysia and Singapore.
Based on the table above, totalstore Buttonscarves as many as 43store.
41 store in Indonesia and 2store in Malaysia.
With this.
Buttonscraves has succeeded in penetrating the international market.
It is certain that the products offered by Buttonscarves have very good quality, premium materials and quite expensive prices.
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Buttonscarves also hasonline store which makes it easier for consumers to buy Buttonscarves hijabs or other products.
Buttonscarves has a website and collaborates with severalMarketplace such as: Shopee.
Tokopedia.
Blibli.
Zalora, and Hijup.
The website for Buttonscarves is w.
Figure 2 Top Best Selling Products on Shopee Source: Shopee .
Figure 2 shows Buttonscarves occupying the first to fourth positions in the Top Best Selling Products on Shopee.
With a square voile monogram motif for Rp.
425,000, on average sold 20 pcs/month.
It's not just an attractive appearance, but also comfort that comes first.
The soft and light material makes the Buttonscarves hijab comfortable to wear all day without feeling It's not surprising that the Buttonscarves hijab is the main choice of modern hijabers.
Figure 3 Popularity GraphBrand Hijab (Buttonscarves.
Zoya.
Vanilla Hijab, and Elzatt.
in West Kalimantan Source: Google Trends (July, 2.
Figure 1.
3 is a graph regarding the popularity of Buttonscarves and severallocal brand other hijabs such as Zoya.
Vanilla Hijab, and Elzatta.
In the past 2 years, to be precise.
July 2021 to July 2023 which is presented on Google Trends.
Buttonscarves holds market dominance in West Kalimantan.
The graph shows that Buttonscarves has a much larger market share compared tolocal brand another.
Brand It has succeeded in building a strong reputation and has high popularity in West Kalimantan.
Buttonscarves' success in controlling this market share can be International Journal of Economics.
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First, the quality of Buttonscarves products is probably highly recognized by consumers in West Kalimantan.
Second, an effective marketing strategy can also be a key factor in the success of Buttonscarves.
Third, support from the local community may also have contributed to Buttonscarves' success.
Nowadays, psychological aspects have quite a big influence on behavior and interests and are also a source of motivation that will direct someone in doing what they do (Linget al, 2.
Purchase intention is part of the behavioral component of consumption attitudes (Broutson & Fitsilis, 2.
Interest is described as an individual's situation before taking action which can be used as a basis for predicting behavior or actions.
In this case, companies are required to have a differentiating strategy from other companies with the aim of ensuring that consumers continue to use or continue to buy products in which there is interest in purchasing .
urchase intentio.
by consumers.
To obtain good purchasing interest there are several factors such as the perception of quality or superiority of a product or service in relation to the expected intent (Durianto & Sugiarto, 2.
Purchase intention is an important aspect of abrand because it shows the activity to make a purchase, purchase intention is a form of decision making that examines the reasons for purchasing a particular brand by consumers (Shahet al, 2.
Decision making made by consumers regardingbrand certain factors are influenced by the level of purchase intention.
There are four consumer behaviors related to purchasing intentions, such as: hesitant plans to buy a product, being firm about buying a product, thinking about buying a product in the future and buying a particular product in the future, so that you may not be in a rush to decide to shop over a long period of time (Tarif & Iqbal, 2.
This means that a consumer who has a high level of purchase intention will buy products more often when they go to the market or Purchase intention has been widely researched in various industries to date, such as the healthy food industry (Siaputra & Isaac, 2.
,e-commerce(Nursyirwan & Ardaninggar, 2.
,smartphone (Iswara & Jatra, 2.
, and the cosmetics industry (Purwianti, 2.
Looking at several studies regardingpurchase intention conducted in several industries by researchers shows thatpurchase intention It is still something that companies need to pay attention to and is quite interesting to research.
Schiffman & Kanuk .
revealed that after perceived value has been created by consumers, consumers' buying interest often depends on the benefits and value they get.
Previous research regardingpurchase intention tofashion Muslims are influenced by several variables such ascelebrity endorser, trustworthiness, expertise, andattractiveness (Najibet al, 2.
attitude, subjective norms, perceived behavioral control, perceived consumer effectiveness, andenvironmental knowledge (Hamdiah, 2.
celebrity endorser (Noviyanti & Khaliq, 2.
However, there is still minimal research found regardingneed for uniqueness topurchase intention.
The need for uniqueness is a psychological concept that refers to the human tendency to desire and seek individuality and difference from others.
The drive to be unique is a fundamental aspect of human nature and plays an important role in shaping individual behavior and identity.
According to Tian & Bearden .
, the need for uniqueness is the nature of pursuing differentiation relative to others which is achieved through the acquisition, utilization and disposition of consumer goods to develop and improve one's selfimage and one's social image.
The need for uniqueness is an individual's need to be unique and different from other The uniqueness of a product can influence consumer purchasing intentions, some individuals are reported to throw away goods once they become common goods and so look for more innovative and less common alternatives (Bhaduri & Stanforth, 2.
This means that an International Journal of Economics.
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Individuals with a high level of unique needs may be interested inscarf that is unique and uncommon, allowing them to express their personality and personal style in a unique way.
Providing encouragement that consumers who have a great need to express their personality often buy clothesfashion luxury to get the value of rarity, uniqueness and avoid similarities with other people in terms of clothing (Knight & Kim, 2.
Buttonscarves create motifsscarf various, starting fromsimple to ones full of interesting In January 2022 Buttonscarves collaborated with Disney (The Little Mermaid Serie.
With this, it might make consumers feel enthusiastic about this collaboration because they like Disney characters and want to have a product that combines themdesign unique from Buttonscarves with Disney.
Not only collaborating with Disney.
Buttonscarves also collaborated with Garuda Indonesia with a themeThe Journey Series.
This collaboration is inspired by the beauty of world-famous cities which are Garuda Indonesia's favorite destinations such as Jakarta.
Singapore.
Amsterdam.
Bangkok.
Jeddah and others.
Apart from that.
Buttonscarves also makesscarf Ginkgo themedseries which was inspired by the view of Ginkgo leaves in autumn in Japan.
Apart from sellingscarf.
Buttonscarves also sells bags, footwear, accessories, prayer set, home, apparel, essentials, sport and other decorations that can be used to beautify the In growing business competition, there will be more and morebrand who tries to imitate our business.
Especially when the product has successfully penetrated the international market.
This is also experienced by Buttonscarves, of which there are manybrand new ones that appear with almost the same design and marketing strategy.
However, this competition can be overcome by Buttonscarves by strengtheningbrand DNA.
Brand DNA is the essence ofbrand that alone differentiates it frombrand another.
Brand Buttonscarves' DNA is authentic in its design and Buttonscarves production always focuses on strong motif designs and has its own color So thatloyal customer will immediately recognize Buttonscarves products even though they have a logo or namebrand not visible.
In carrying out sales strategies.
Buttonscarves provides servicesfree shipping or free shipping overseas.
This strategy opens up opportunities for interested target markets to try and buy the product.
With this free delivery service.
Buttonscarves' target market abroad is interested in buying.
Figure 4 BSLady Club appearance Source: Buttonscarves.
com,2023 (Author Documentatio.
A term for loversscarf Buttonscarves is BSLady Club (Figure 1.
The advantage of consumers joining BSLady is that they can collect points and can be exchanged for a certain nominal amount.
Apart from that.
BSLady also created an Instagram account, which is used as a toolowner to greet the BSLady.
This community is a medium for BSLady to discuss, sell or buy all products from Buttonscarves.
The BSLady community has also had a major influence on success and has always supported Buttonscraves.
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stated that the need for uniqueness is a theory that revolves around an individual's desire to be different from others specifically in a way that the individual is considered to have a higher level of social status.
Research conducted by Putri & Utama .
on consumersluxury brand Gen Y found that the need for uniqueness has a significant influence on purchasing interest.
Departing from previous researchers, researchers have not found research that shows influenceneed for uniqueness Buttonscarves terhadap purchase However, research conducted by Sapitri & Saptono .
regarding Buttonscarves shows that brand image, price andsocial influence have a positive effect onpurchase intention.
According to Irvanto & Sujana .
purchase intention is a consumer's planning action to choose a product to purchase according to his wishes.
Consumers have several reasons to have a product they want when there is competitiontrend headscarf.
Buttonscarves has succeeded in showing an attractive brand identity for consumers who own itneed for uniqueness high, then their attitude towards Buttonscarves can function as a means of expressing their values and selfidentity.
Buttonscarves feature unique, different styles and unusual designs, such as creating designsscarf with a Disney theme where Disney characters are cartoon characters that are loved by consumers, thus creating a special attraction for consumers who want to express themselves as unique and creative individuals.
Departing from this, existenceneed for uniqueness Buttonscarves are interesting for fastidious writers.
So in this research, the author will examine the influenceneed for uniqueness topurchase intention mediated byvalue-expressive function of attitude to Buttonscarves consumers in Pontianak.
Each person has different motivations when dressing to fit in and be unique in the social environment (Horn, 1.
Individuals' desire for uniqueness makes them show self-expression by trying to differentiate themselves from others (Damhorstet al, 2.
But on the contrary, the desire to adapt to other people in the social environment resultsbandwagon effect (Lennon et al.
Linda & Bloom .
suggest thatBandwagon Effect is a psychological phenomenon when someone does something because other people do it without considering their own beliefs.
Bandwagon effect is the tendency of individuals to adopt the same behavior and attitudes of the group with which they wish to identify (Shaykhet al, 2017.
Tynanetet al2.
Those who place a greater focus on interdependent self-concepts may be more externally motivated to seek social approval and conformity with mirrored groupsbandwagon effect (Wiedmannet al, 2.
In other words,bandwagon effect is the extent to which demand for the same commodity (Leibenstein, 1.
This occurs when individuals follow mainstream fads and fads and attempt to imitate the actions of others in an attempt to display social status (Kang & Ma, 2.
Tsaiet al .
found that consumers tend to buy popular luxury brands to gain recognition from their group or gain social approval by displaying the product.
Bandwagon effect affects individual consumers when they focus more on values such as social approval and a sense of belonging (Uzgoren & Guney, 2.
Bandwagon effect is a phenomenon in which individuals tend to follow the actions or preferences of the majority.
This bandwagon effect can occur when individuals see others .
ither in their social circle or on social medi.
wearing or complimenting themscarf Buttonscarves.
This can trigger a desire for other individuals to purchase the product so they don't miss outtrend or look like they are following the majority.
Previous research was conducted by Thapaet al.
shows thatbandwagon effect significantly influencepurchase intention luxury brands.
Other research by Choet al.
proves thatbandwagon effect positively influencepurchase intention Gen Z consumers towards brandsfashion luxurious.
According to Chaudhuri & Majumdar .
bandwagon effect recognized as one of the most salient personal characteristics, important for the rise and fall of luxury consumption.
Consuming luxury goods provides the wearer with pleasure, satisfaction.
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It is increasingly important for consumers to adapt to mainstream popularity .
andwagon effec.
when selecting, purchasing and consuming luxury goods, the greater the likelihood that consumers will display positive multifaceted attitudes towards luxury brands.
Reference group is an individual or group of people who significantly influences someone's behavior.
Reference group used by someone as a basis for comparison there is a reference in forming affective, cognitive and behavioral responses.
Dharmmesta & Handoko .
stated thatreference group is a social group that is used as a measure for a person to shape his personality and behavior.
Reference group will provide standards and values that will influence a person's behavior.
Reference group is a group that functions as a frame of reference for individuals in making decisions to consume a product (Lin & Chen, 2.
Reference group refers to individuals or groups that realistically influence purchasing decisions (Schiffman & Kanuk.
Consumers who have limited knowledge about a product or have no buying experience will use recommendations from reference groups such as family, co-workers, friends who they consider knowledgeable and trusted as a source of information and basis for consideration for choosing a product.
In the process of searching for information, this will indirectly influence consumer interest in purchasing a product (Gillani, 2.
If someone in their social circle has a positive experience with Buttonscarves, this can serve as a powerful reference and motivate other individuals to try the product.
Previous research was conducted by Apupiantiet al .
shows thatreference group has a directional and significant influence onpurchase intention.
Other research by Mranani & Lastianti .
shows thatreference group positive influence onpurchase intention.
Buttonscarves as a company orbrand who moves in the industryfashion, offers a variety of hijab styles, colors and materials to suit a variety of tastesfashion the consumer.
As isreference group can have a significant role in shaping the popularity and success of the Buttonscarves business.
Nowadays, expressing the identity function of a brand depends on the level of importance to identity.
Consumers develop sincere and strong attitudes towards brands that integrate with and express their identity (Chernevet al, 2.
The functional theory of attitudes shows that the attitudes held by individuals influence psychological functions, includingvalue-expressive function (Grewal et al, 2.
Bian & Forsythe .
definevalue-expressive function of attitude refers to the tendency to use or purchase brands to express an individual's self-identity, central values, and beliefs to others.
Wilcoxet al.
explained that when consumers want to display personality traits such as success or competence, they are motivated to use luxury brands as a form of self-expression.
Value-expressive leads to a focus on the intrinsic value of the product (Grewalet al, 2.
Value-expressive function of attitude is a concept that explains that an individual's attitude towards a product or brand can be used to express personal values or self-identity.
Individuals can assume that buy and usescarf of Buttonscarves is a way to express their values such as uniqueness, beauty, creativity, or awarenessmode.
Buttonscarves makescarf Ginkgo themedseries which was inspired by the view of Ginkgo leaves in autumn in Japan.
Buttonscarves tries to attract customers who have values related to natural beauty, cultural appreciation, and enjoyment of unique art and design.
With this.
Buttonscarves creates products that are more than just physical products, but also provide an emotional experience and deeper connection with its customers.
Research conducted by Choet al.
states thatvalue-expressive function of attitude significantly influencepurchase intention towards luxury brands.
Other research conducted by Bian & Forsythe .
revealed thisvalue-expressive influencing International Journal of Economics.
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Consumers tend to buy luxury brands that model their own identity on characteristics such as success and sophistication (Chevalier & Mazzalovo, 2.
Previous research onvalue-expressive function of attitude has been carried out on brand consumersfashion luxurious .
hoet al, 2.
Muslim products (Cavusogluet al, 2.
tea consumers (Ariffinet al, 2.
and others, but there is still minimal research found regardingvalue-expressive function of attitude topurchase intention on Buttonscarves, so researchers are interested in conducting research on these variables among Buttonscarves consumers in Pontianak.
Based on the description above, if the company succeeds in launching a product with attractive value and impression on Buttonscarves consumers, it can produce resultspurchase intention, so that research can be carried out on howpurchase intention Buttonscarves consumers in Pontianak with variablesneed for uniqueness, bandwagon effect andReference Group throughvalue-expressive function of attitude with the title "InfluenceNeed for Uniqueness.
Bandwagon Effect andReference Group ToPurchase Intention ThroughValue-expressive Function of Attitude As an Intervening Variable (Empirical Study on Hijab Buttonscarve.
Ay.
Research Method Sampling uses Purposive Sampling, a technique for determining samples with certain considerations (Sugiyono, 2.
The number of samples in this study was 150 respondents.
The data analysis technique in this research uses a Structural Equation Model (SEM) approach based on Partial Least Square (PLS).
Results and Discussion Results Validity Convergent validity checks are carried out by looking at the factor loading values, while discriminant validity checks are carried out by looking at the valuesaverage variance extracted (AVE) and valuecross-loading.
Factor loading value .
uter loadin.
and valueaverage variance extracted (AVE).
The results of the convergent validity examination can be seen in Table 4.
The results in Table 4.
15 show that all indicators have factor loading values > 0.
70 so that all indicators meet convergent validity.
Likewise, all research variables have an AVE value > 0.
so that all research variables meet discriminant validity.
Table 2 MarkOuter Loading and AVE MarkOuter Variables and Indicators AVE value Information Loading Need for Uniqueness (X.
0,859 Valid X1.
0,922
Valid X1.
0,929
Valid X1.
0,923
Valid X1.
0,933
Valid Bandwagon Effect (X.
0,911 Valid X2.
0,967
Valid X2.
0,962
Valid X2.
0,934
Valid International Journal of Economics.
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0,900 Valid X3.
0,957
Valid X3.
0,955
Valid X3.
0,934
Valid
Value-expressive Function
0,948
Valid
of Attitude (AND) AND1
0,976
Valid
AND2
0,971
Valid
AND3
0,974
Valid
Purchase Intention
0,948
Valid
(WITH)
WITH1
0,969
Valid
WITH2
0,975
Valid
WITH3
0,978
Valid
WITH4
0,973
Valid Source:SmartPLS 4.
Processed Data 2023 The following are the results of data processing that has been processed usingSmartPLS 4 with value displayouter loading and AVE.
Figure 4 Evaluation of the Structural Model of the PLS Algorithm Procedure Source:Output SmartPLS 4.
Processed Data 2023 Discriminant validity of the reflective indicators of the measurement model .
uter mode.
is assessed based on valuecross loading factor with a construct that is useful for knowing whether the construct has adequate discriminant.
Markcross loading on the targeted construct must be greater than the value of the latent construct.
If the correlation of a construct with a measurement item is greater than that of other construct measures, then it indicates that the latent International Journal of Economics.
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The results of discriminant validity testing can be seen in Table 4.
Table 3 MarkCross Loading Indicator X1.
X1.
X1.
X1.
X2.
X2.
X2.
X3.
X3.
X3.
AND1
AND2
AND3
WITH1
WITH2
WITH3
WITH4
AND
0,922
0,704
0,718
0,743
0,929
0,690
0,723
0,730
0,923
0,729
0,716
0,741
0,933
0,662
0,682
0,728
0,713
0,967
0,755
0,736
0,739
0,962
0,761
0,738
0,699
0,934
0,754
0,706
0,729
0,733
0,957
0,719
0,730
0,761
0,955
0,687
0,722
0,763
0,934
0,709
0,772
0,749
0,730
0,976
0,773
0,734
0,717
0,971
0,774
0,742
0,722
0,974
0,773
0,755
0,760
0,769
0,762
0,766
0,756
0,780
0,760
0,756
0,761
0,779
0,772
0,758
0,740
0,765
Source:SmartPLS 4.
Processed Data 2023.
WITH
0,735
0,715
0,760
0,708
0,741
0,760
0,731
0,742
0,737
0,724
0,780
0,770
0,770
0,969
0,975
0,978
0,973
Data in Table 4.
16 shows that all indicators oritem The statement meets discriminant validity because the correlation value of the indicator to its own construct is higher than the correlation value of the indicator to other constructs.
Thus, it can be concluded that the research instrument has met convergent validity and discriminant validity.
Reliability Reliability checks are carried out by looking at the composite reliability values of all variables and the consistent internal reliability reflected in the valuesCronbachAos Alpha.
Composite reliability value andCronbachAos Alpha which reflects the reliability of a questionnaire is one that has a value > 0.
6 (Ghozali, 2.
Table 4 MarkComposite Reliability andCronbachAos Alpha Variable Need for Uniqueness (X.
Bandwagon Effect (X.
Reference Group (X.
Value-expressive Function
of Attitude (AND) Purchase Intention
Composite Realiability 0,961 0,968 0,964 CronbachAos Alpha
0,945
0,951
0,944
Informatio Reliable Reliable Reliable 0,982 0,973 Reliable 0,987 0,982 Reliable International Journal of Economics.
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stie-aas.
id/index.
php/IJEBAR (WITH) Source:SmartPLS 4.
Processed Data 2023.
Data from Table 4.
17 shows that the composite reliability value of all variables is > 0.
and the internal consistency reliability is reflected in the valueCronbachAos Alpha all variables > Thus, it can be concluded that the research instrument meets composite reliability and internal consistency reliability.
Structural Model Evaluation (Inner Mode.
Coefficient of Determination (R-Squar.
Evaluation of the structural model is carried out by looking at the value of the coefficient of determination (R-Squar.
each dependent variable and using the PLS Algorithm procedure to obtain stability of estimates from the model.
A variable has good explanatory power if the coefficient of determination value is > 0.
5 or close to 1.
ResultsR-Square in this research is shown in Table 4.
Table 5 Coefficient of Determination (R-Squar.
Variable R-Square Value-expressive Function of Attitude 0,693 (AND) Purchase Intention (WITH) 0,745 Source: Processed Data, 2023.
Based on Table 4.
18, the coefficient of determination can be interpreted as follows:
MarkR-Square variablevalue-expressive function of attitude (Y) of 0.
693 means variationvalue-expressive function of attitude can be explained by variablesneed for uniqueness (X.
andbandwagon effect (X.
amounted to 69.
3% while the remaining 7% was explained by other variables not included in this study.
MarkR-Square variablepurchase intention (Z) of 0.
745 means variationpurchase intention (Z) can be explained by variablesneed for uniqueness (X.
, bandwagon effect (X.
andreference group (X.
amounted to 74.
5% while the remaining 25.
was explained by other variables not included in this study.
Research Hypothesis Testing Hypothesis testing in SEM-PLS analysis uses the t-test assisted bysoftware SmartPLS 4, the decision rule for hypothesis testing is carried out usingt-test.
The results of hypothesis testing can be seen in Figure 4.
2 and Table 4.
19 below:
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php/IJEBAR NFU Figure 5 Evaluation of the Procedural Structural Modelbootstrapping Source:Output SmartPLS 4.
Processed Data 2023 Model evaluation is carried out by looking at the significance value to determine the influence between variables through proceduresbootstrapping (Ghozali, 2.
Approachbootstrap non-parametric presentation for precision of estimation.
The significance value used .
wo-taile.
, t-value 1.
If in testing it is obtainedp-value < 0.
05 means the test is significant and vice versa ifp-value > 0.
05 means not significant.
The decision rule for making a hypothesis is carried out after calculations are carried outbootstrapping OfSmartPLS until you get the resultspath coefficient which shows valuemean.
STDEV, t-values andp-values which is simplified in Table 4.
19 below:
Table 6
Hypothesis Testing Results UsingSmartPLS 4
Relationship
Variables X1 -> And X2 -> And X1 -> Z
X2 -> Z
X3 -> Z
Y -> Z
X1 -> Y -> Z
X2 -> Y -> Z
Source: Processed Data, 2023.
Hypoth Original Sample (O) 0,379 T Statistics (|O/STDEV P-value Informatio Significant Significant Significant Significant Significant Significant Significant Significant International Journal of Economics.
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19, the relationship variable X1 and Y hast-statistic greater 96 which is 5,443 with valuep less than 0.
05 makes the relationship between variables X1 and Y is significant.
X variable relationship2 and Y is significant with valuet-statistic amounting to 4,054 and valuep less than 0.
Apart from that, the X relationship1 and Z is significant withtstatistic amounting to 1,969 and valuep less than 0.
X variable relationship2 and Z is significant with valuet-statistic amounting to 2,381 and valuep less than 0.
X variable relationship3 and Z is significant with valuet-statistic amounting to 2,144 and valuep less than Furthermore, the relationship between Y and Z is also significant with valuet-statistic amounting to 3,066 and valuep less than 0.
For mediation relationshipsvalue-expressive function of attitude fromneed for uniqueness topurchase intention ownt-statistic 2.
405 is greater 96 and valuep less than 0.
05, which means the mediation relationship is significant, while the mediation relationshipvalue-expressive function of attitude frombandwagon effect topurchase intention ownt-statistic 2,451 is greater than 1.
96 and valuep less than 0.
05, which means the mediation relationship is significant.
For a more detailed explanation of the hypothesis, it will be explained as follows:
Hypothesis 1 Variable relationshipsneed for uniqueness (X.
tovalue-expressive function of attitude (Y) is significant with valuet-statistic 5.
443 > 1.
96, valuep-value 0.
000 < 0.
05 and the original value of the sample has a positive notation of 0.
509, then the hypothesisneed for uniqueness tovalue-expressive function of attitude accepted.
Hypothesis 2 Variable relationshipsbandwagon effect (X.
tovalue-expressive function of attitude (Y) is significant with valuet-statistic 4,054 > 1.
96, valuep-value 0.
000 < 0.
05 and the original value of the sample has a positive notation of 0.
379, then the hypothesisbandwagon effect tovalue-expressive function of attitude accepted.
Hypothesis 3 Variable relationshipsneed for uniqueness (X.
topurchase intention (Z) is significant with valuet-statistic 1.
969 > 1.
96, valuep-value 0.
049 < 0.
05 and the original value of the sample has a positive notation of 0.
239, then the hypothesisneed for uniqueness topurchase intention accepted.
Hypothesis 4 Variable relationshipsbandwagon effect (X.
topurchase intention (Z) is significant with valuet-statistic 2.
381 > 1.
96, valuep-value 0.
017 < 0.
05 and the original value of the sample has a positive notation of 0.
221, then the hypothesisbandwagon effect topurchase intention accepted.
Hypothesis 5 Variable relationshipsreference group (X.
topurchase intention (Z) is significant with valuet-statistic 2.
144 > 1.
96, valuep-value 0.
032 < 0.
05 and the original value of the sample has a positive notation of 0.
205, then the hypothesisreference group topurchase intention accepted.
Hypothesis 6 Variable relationshipsvalue-expressive function of attitude (Y) againstpurchase intention (Z) is significant with valuet-statistic 3.
066 > 1.
96, valuep-value 0.
05 and the original sample value has a positive notation of 0.
284, so it is hypothesisvalue-expressive function of attitude topurchase intention accepted.
Hypothesis 7 International Journal of Economics.
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topurchase intention (Z) which is mediated byvalue-expressive function of attitude (Y) is significant with valuet-statistic 2,405 > 96, valuep-value 0.
016 < 0.
05 and the original value of the sample has a positive notation of 0.
144, then the hypothesisvalue-expressive function of attitude mediating positive influenceneed for uniqueness topurchase intention accepted.
Hypothesis 8 Connectionbandwagon effect (X.
topurchase intention (Z) which is mediated byvalue-expressive function of attitude (Y) is significant with valuet-statistic 2,451 > 96, valuep-value 0.
014 < 0.
05 and the original value of the sample has a positive notation of 0.
108, then the hypothesisvalue-expressive function of attitude mediating positive influencebandwagon effect topurchase intention accepted.
Discussion The InfluenceNeed for Uniqueness ToValue-expressive Function of Attitude Hypothesis 1 states thatneed for uniqueness have a positive influence onvalue-expressive function of attitude Buttonscarves hijab in Pontianak.
Application calculation resultsSmartPLS 4 indicates valuet-statistic 5.
443 > 1.
96, valuep-value 0.
000 < 0.
05 and the original sample value has a positive notation of 0.
509, meaning that hypothesis 1 is accepted thatneed for uniqueness positive influence onvalue-expressive function of attitude Buttonscarves hijab in Pontianak.
Indicator variableneed for uniqueness the most influentialvalue-expressive function of attitude isneed for uniqueness which is indicated by the statement "when the hijab that I had became popular among the general public.
I began to wear it less often" because it has valueouter loading 0.
922, followed byneed for uniqueness which is indicated by the statement "I often try to avoid products or brands that I know are purchased by the general public" because they have valueouter loading 0.
929, need for uniqueness which is indicated by the statement "generally.
I don't like products or brands that everyone buys" because they have valueouter 923, and the last isneed for uniqueness which is indicated by the statement "the more common a product or brand is among the general public, the less interested I am in buying it" because the valueouter loading 0.
This is in contrast to respondents' responses to variable indicatorsneed for uniqueness, where respondents actually gave the highest response to the indicator of buying unique brands, followed by the expression of individuality, then the importance of distinctive/unique foreign brands, and the lowest was caring about unusual/unique brands.
Buttonscarves owners need to consider how to increase understanding and emphasis of certain elements in their products.
Need for uniqueness The high value possessed by respondents can be utilized as best as possible by Buttonscarves hijab owners to be able to continue to improve the quality that is desired by respondents.
The results of this research are in line with the results of Putri & Utama's .
research on consumersluxury brand Gen Y found that the need for uniqueness has a significant influence on purchasing interest.
Need for uniqueness is a strategy that someone uses to fulfill their desire to be unique and different from others.
When individuals who distinguish themselves as unique and different from others tend to look for products that reflect values that match their unique personality.
InfluenceBandwagon Effect ToValue-expressive Function of Attitude Hypothesis 2 states thatbandwagon effect have a positive influence onvalue-expressive function of attitude Buttonscarves hijab in Pontianak.
Application calculation resultsSmartPLS 4 indicates valuet-statistic 4,054 > 1.
96, valuep-value 0.
000 < 0.
05 and the original sample value International Journal of Economics.
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379, meaning that hypothesis 2 is accepted thatbandwagon effect positive influence onvalue-expressive function of attitude Buttonscarves hijab in Pontianak.
Indicator variablebandwagon effect the most influentialvalue-expressive function of attitude attitude isbandwagon effect which is indicated by the statement "many people wear the Buttonscarves hijab making me feel as if I should also wear it" because it has valueouter loading the highest is 0.
967, followed bybandwagon effect which is indicated by the statement "I tend to choose the Butonscarves hijab recommended by the people closest to me rather than doing my own research" with a value ofouter loading of 0.
962, and the last isbandwagon effect which is indicated by the statement "I feel that wearing the Buttonscarves hijab is a way to improve my social status/image in the eyes of other people" with the valueouter loading the lowest is 0.
This is also in contrast to respondents' responses to variable indicatorsbandwagon effect, where respondents actually gave the highest response to the indicatorstatus seeking, continued byinterpersonal influence, and the lowest isconformity.
Buttonscarves hijab owners should be able to take strategic steps to increase their understanding of consumer preferences and adjust their marketing strategies to be more in line with market expectations and needs.
The results of this study confirm several previous empirical evidence in research conducted by Choet al .
found thatbandwagon effect showed a significant impact onvalue-expressive function of atitude goodsfashion luxurious.
Bandwagon effect is a phenomenon where a person tends to follow opinions, beliefs, or behavior that are popular or that are widely followed by other people.
In marketing and advertising, understanding influencebandwagon effect tovalueexpressive function of attitude can help Buttonscarves design campaigns that appeal to consumers' desire to be part of a group ortrend the greater one.
InfluenceNeed for Uniqueness ToPurchase Intention Hypothesis 3 states thatneed for uniqueness have a positive influence onpurchase intention Buttonscarves hijab in Pontianak.
Application calculation resultsSmartPLS 4 indicates valuetstatistic 1,969 > 1.
96, valuep-value 0.
049 < 0.
05 and the original sample value has a positive notation of 0.
239, meaning that hypothesis 3 is accepted thatneed for uniqueness positive influence onpurchase intention Buttonscarves hijab in Pontianak.
Need for uniqueness driving purchase intent based on exclusivity and rarity.
Individuals may be more willing to pay premium prices for products that are limited or difficult to obtain in order to maintain their exclusive status.
Therefore, it is critical for Buttonscarves to understand and target consumers' unique needs to create an effective strategy.
In this way.
Buttonscarves will be able to attract and retain customers who are looking for exclusivity and uniqueness, thereby increasing purchase intent and supporting business success.
The results of this research are in line with the results of Putri & Utama's .
research on consumersluxury brand Gen Y found that the need for uniqueness has a significant influence on purchasing interest.
Likewise.
Ahmadet al.
need for uniqueness has a significant effect onpurchase intention, both agreed thatneed for uniqueness has a positive and significant influence onpurchase intention.
InfluenceBandwagon Effect ToPurchase Intention Hypothesis 4 states thatbandwagon effect have a positive influence onpurchase intention Buttonscarves hijab in Pontianak.
Application calculation resultsSmartPLS 4 indicates valuetstatistic 2,381 > 1.
96, valuep-value 0.
017 < 0.
05 and the original sample value has a positive notation of 0.
221, meaning that hypothesis 4 is accepted thatbandwagon effect positive influence onpurchase intention Buttonscarves hijab in Pontianak.
International Journal of Economics.
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Thus.
Buttonscarves must pay attention to howbandwagon effect this can be leveraged to create and increase brand awareness and ultimately lead to higher sales.
The results of this research are in line with research conducted by Thapaet al.
shows thatbandwagon effect significantly influencepurchase intention luxury brands.
Other research by Choet al.
proves thatbandwagon effect positively influencepurchase intention Gen Z consumers towards brandsfashion luxurious.
both agreed thatbandwagon effect has a positive and significant influence onpurchase intention.
InfluenceReference Group ToPurchase Intention Hypothesis 5 states thatreference group have a positive influence onpurchase intention Buttonscarves hijab in Pontianak.
Application calculation resultsSmartPLS 4 indicates valuetstatistic 2,144 > 1.
96, valuep-value 0.
032 < 0.
05 and the original sample value has a positive notation of 0.
205, meaning that hypothesis 5 is accepted thatreference group positive influence onpurchase intention Buttonscarves hijab in Pontianak.
The results of structural testing show that three .
indicatorsreference group the most influentialpurchase intention successively starting from the one that has the greatest influence is the indicator of normative influence which is indicated by the statement "I try to followtrend which is embraced by the people closest to me who wear the Buttonscarves hijabAy because it has valueouter loading the highest is 0.
957, then the indicator of the influence of value expression is shown by the statement "I feel that the Buttonscarves hijab that I wear reflects certain values that are appreciated by my social group" with a value ofouter loading of 0.
955, and the last is an indicator of the influence of information which is shown by the statement "I tend to seek advice or recommendations from friends or family before buying a Buttonscarves hijab" with a value ofouter loading of 0.
These results indicate that the Buttonscarves condition is one of themlocal brand Indonesia, which is well known abroad, demands Buttonscarves to design a holistic and sustainable strategy that includes innovation, market expansion, digital marketing and With this.
Buttonscarves can strengthen their position aslocal brand the best in Indonesia, especially Pontianak and achieved success in the international market.
The results of this research further confirm the empirical evidence thatreference group significant positive effect onpurchase intention, as has been shown in the results of research by Apupiantiet al .
proves thatreference group has a directional and significant influence onpurchase intention.
Other research conducted by Mranani & Lastianti .
proves thatreference group positive influence onpurchase intention.
InfluenceValue-expressive Function of Attitude ToPurchase Intention Hypothesis 6 states thatvalue-expressive function of attitude have a positive influence onpurchase intention Buttonscarves hijab in Pontianak.
Application calculation resultsSmartPLS 4 indicates valuet-statistic 3.
066 > 1.
96, valuep-value 0.
002 < 0.
05 and the original sample value has a positive notation of 0.
284, meaning that hypothesis 6 is accepted thatvalue-expressive function of attitude positive influence onpurchase intention Buttonscarves hijab in Pontianak.
The results of structural testing show that three .
indicatorsvalue-expressive function of attitude the most influentialpurchase intention successively starting from the one that has the greatest influence is the indicator that luxury brands reflect the type of people I see which is indicated by the statement "luxury hijab brands reflect the type of people who buy the goods" because they have valueouter loading the highest is 0.
976, then the luxury brands indicator plays an important role in defining my self-concept as indicated by the statement "luxury brands play an important role in defining the wearer's self-concept" with the valueouter loading of 0.
974 and International Journal of Economics.
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php/IJEBAR the last is an indicator of luxury brands ensuring my personal identity which is shown by the statement "luxury hijab brands ensure the wearer's self-identity" with a valueouter loading of The results of this research further confirm the empirical evidence thatvalue-expressive function of attitude positive and significant effect onpurchase intention, as has been shown in research results by Choet al.
proves thatvalue-expressive function of attitude significantly influencepurchase intention towards luxury brands.
The Role of MediationValue-expressive Function of Attitude in InfluenceNeed for Uniqueness toPurchase Intention Hypothesis 7 states that abilityvalue-expressive function of attitude mediating influenceneed for uniqueness topurchase intention Buttonscarves hijab in Pontianak.
Application calculation resultsSmartPLS 4 indicates valuet-statistic 2.
405 > 1.
96, valuep-value 0.
016 < 0.
and the original sample value has a positive notation of 0.
144, meaning that hypothesis 7 is This shows that abilityvalue-expressive function of attitude mediating influenceneed for uniqueness topurchase intention Buttonscarves hijab in Pontianak.
Ability indicatorsvalue-expressive function of attitude which is proven to play an important role in influencingpurchase intention In this research, luxury hijab brands ensure the identity of the wearer.
This ability requires Buttonscarves to indicate that consumers see the brand as a tool to express their values and identity.
Therefore,value-expressive function of attitude can mediate a significant influenceneed for uniqueness topurchase intention.
The results of this research are in line with previous studies which revealed thatvalueexpressive function of attitude does act as a mediating or indirect influence on influenceneed for uniqueness topurchase intention brand Gen Z consumersfashion luxurious .
hoet al, 2.
The Role of MediationValue-expressive Function of Attitude in InfluenceBandwagon Effect toPurchase Intention Hypothesis 8 states that abilityvalue-expressive function of attitude mediating influencebandwagon effect topurchase intention Buttonscarves hijab in Pontianak.
Application calculation resultsSmartPLS 4 indicates valuet-statistic 2.
451> 1.
96, valuep-value 0.
014 < 0.
and the original sample value has a positive notation of 0.
108, meaning that hypothesis 8 is This shows that abilityvalue-expressive function of attitude mediating influencebandwagon effect topurchase intention Buttonscarves hijab in Pontianak.
Ability indicatorsvalue-expressive function of attitude which is proven to play an important role in influencingpurchase intention In this research, luxury hijab brands reflect the type of people who buy these items.
This capability encourages Buttonscarves to create an exclusive and premium shopping experience where consumers can buy Buttonscarves hijabs not only as goods, but also as part of a special shopping experience.
The results of this study confirm empirical evidence that abilityvalue-expressive function of attitude significant positive effect onpurchase intention, as has been shown in research results by Choet al.
Gen Z consumer brandsfashion luxurious.
Conclusion Based on the results of the research and discussion described in the previous chapter, the following conclusions can be drawn:
Need for uniqueness positive and significant effect onvalue-expressive function of attitude, so it is known thatneed for uniqueness can affectvalue-expressive function of attitude Buttonscarves hijab in Pontianak.
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Issue-1, 2019 (IJEBAR) E-ISSN: 2614-1280 P-ISSN 2622-4771 https://jurnal.
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php/IJEBAR Bandwagon effect positive and significant effect onvalue-expressive function of attitude, so it is known thatbandwagon effect can affectvalue-expressive function of attitude Buttonscarves hijab in Pontianak.
Need for uniqueness positive and significant effect onpurchase intention, so it is known thatneed for uniqueness can improvepurchase intention Buttonscarves hijab in Pontianak.
Bandwagon effect positive and significant effect onpurchase intention, so it is known thatbandwagon effect can improvepurchase intention Buttonscarves hijab in Pontianak.
Reference group positive and significant effect onpurchase intention, so it is known thatreference group can improvepurchase intention Buttonscarves hijab in Pontianak.
Value-expressive function of attitude positive and significant effect onpurchase intention, so it is known thatvalue-expressive function of attitude can improvepurchase intention Buttonscarves hijab in Pontianak.
Value-expressive function of attitude mediating influenceneed for uniqueness topurchase intention, so it is known thatneed for uniqueness can improvepurchase intention, and will eventually also improvepurchase intention Buttonscarves hijab in Pontianak.
Value-expressive function of attitude mediating influencebandwagon effect topurchase intention, so it is known thatbandwagon effect can improvepurchase intention, and will eventually also improvepurchase intention Buttonscarves hijab in Pontianak
Reference