What Drives Purchase Intention and Brand Loyalty in Affordable Luxury Fashion? Evidence from Coach Consumers

Sutanto, Angela Audrey and Anandya, Dudi (2026) What Drives Purchase Intention and Brand Loyalty in Affordable Luxury Fashion? Evidence from Coach Consumers. Ekombis Review: Jurnal Ilmiah Ekonomi dan Bisnis, 14 (4). ISSN 2338-8412; E-ISSN 2716-4411 (Submitted)

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Abstract

In the era of globalization and digitalization, Indonesia's luxury fashion industry has continued to grow, including the affordable luxury segment, creating a need for brands to understand the factors influencing consumers’ purchase intention and brand loyalty. This study examines the effects of luxury value perception (functional, financial, individual, and social value) and brand personality appeal on purchase intention and brand loyalty among Coach consumers in Surabaya. A quantitative approach was used, with an online survey. Data were collected from 173 consumers who had purchased or owned Coach products within the past year through official boutiques or authorized channels and were analyzed using covariance-based Structural Equation Modeling (SEM). The results show that functional value, financial value, individual value, social value, and brand personality appeal each have a positive effect on purchase intention. Furthermore, purchase intention and brand personality appeal positively affect brand loyalty. This research contributes to the literature on consumer buying behavior by giving insights into how perceived luxury value and brand personality appeal shape consumer responses in the affordable luxury fashion market.

Item Type:	Article
Uncontrolled Keywords:	Luxury Value Perception, Brand Personality Appeal, Purchase Intention, Brand Loyalty, Affordable Luxury Fashion, Coach
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Postgraduate Programs > Master Program in Management
Depositing User:	ANGELA AUDREY SUTANTO
Date Deposited:	09 Jul 2026 01:52
Last Modified:	09 Jul 2026 11:28
URI:	http://repository.ubaya.ac.id/id/eprint/50931

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