EFFECT OF PRODUCT QUALITY, ADVERTISEMENT, AND BRAND IMAGE ON PURCHASE DECISION MEDIATED BY CUSTOMER VALUE OF LOUIS VUITTON AT JABODETABEK

Abstract

Louis Vuitton is one of the upscale brands that offers and sells a wide range of ready-to-wear clothing and accessories such as wallets, bags, shoes, jewelry, and eyewear. To understand the behavior of consumer purchasing decisions, research is needed on product quality, advertising, brand image, and customer value in purchasing decisions for Louis Vuitton products. Data was collected by distributing questionnaires to respondents with characteristics who had bought Louis Vuitton products. After that the data obtained is processed with SmartPLS v. 3.3.3 by analyzing reliability, validity, and common method bias. At the preliminary test stage by distributing questionnaires to 40 respondents and tested for reliability and validity. Then followed by actual testing by distributing questionnaires to 168 respondents and analyzing the data in more depth and detail. The results of the study show that consumers are interested in buying Louis Vuitton products because of advertising factors and customer value. With advertisements using K-Pop artists, consumers are more interested in making direct purchase decisions. With respondents who are mostly millennials who know that Louis Vuitton is an expensive brand, respondents still want to use Louis Vuitton brand products to fulfill their desires by following trends