The Consequences Of Social Comparison On Price-Quality Schema, Prestige Sensitivity, And Willingness To Purchase

Burhanudin Burhanudin; Shalva Sabrina Putri

Authors

Burhanudin Burhanudin Universitas Hayam Wuruk Perbanas
Shalva Sabrina Putri Universitas Hayam Wuruk Perbanas

Keywords:

price-quality schema, prestige sensitivity, social comparison, willingness to purchase

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.

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The Consequences Of Social Comparison On Price-Quality Schema, Prestige Sensitivity, And Willingness To Purchase

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