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


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


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


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.


Download data is not yet available.


Casidy, R. (2012). Discovering Consumer Personality Clusters in Prestige Sensitivity and Fashion Consciousness Context. Journal of International Consumer Marketing, 24(4), 291–299.

Chatterjee, S., Chaudhuri, R., & Vrontis, D. (2023). Masstige Marketing: An Empirical Study of Consumer Perception and Product Attributes With Moderating Role of Status, Emotion, and Pride. Journal of Business Research, 155.

Chen, S. C., & Lin, C. P. (2019). Understanding The Effect of Social Media Marketing Activities: The Mediation of Social Identification, Perceived Value, and Satisfaction. Technological Forecasting and Social Change, 140, 22–32. (2022, September 14). Sebanyak 115 Juta Masyarakat Indonesia Menuju Kelas Menengah. Sebanyak 115 Juta Masyarakat Indonesia Menuju Kelas Menengah.

Firmansyah, A., & Burhanudin, B. (2023). Hedonic Value Dan Eudaimonic Value Pada Quality Of Life Dan Purchase Behavior Produk Starbucks. JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS, 8(1), 151–165.

Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. In Source: Journal of Marketing Research (Vol. 18, Issue 1).

Goyal, A. (2020). Consumer Perceived Associations of Masstige Brands: An Indian Perspective. Journal of Promotion Management, 27(3), 399–416.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When To Use and How To Report The Results of PLS-SEM. In European Business Review (Vol. 31, Issue 1, pp. 2–24). Emerald Group Publishing Ltd.

Hermawan, W. (2020). Peran Kelas Menengah Pada Perekonomian Indonesia Fitrawaty Indra Maipita.

Hermes, A., Sindermann, C., Montag, C., & Riedl, R. (2022). Exploring Online and In-Store Purchase Willingness: Associations With the Big Five Personality Traits, Trust, and Need for Touch. Frontiers in Psychology, 13.

Kline, R. B. (2022). Principles and Practice of Structural Equation Modeling.

KM, P., & Jaidev, U. P. (2022). Price Perception and Continued Intention To Buy Organic Food:A Mediated Moderation Model View Project.

Kumar, A., Paul, J., & Unnithan, A. B. (2020). ‘Masstige’ Marketing: A Review, Synthesis and Research Agenda. Journal of Business Research, 113, 384–398.

Lai, T. C., Hsieh, C. L., & Ku, E. C. S. (2022). The Gorgeous Brand: Understanding Consumer’ Conspicuous Consumption for Luxury Tourism Products. Journal of Tourism and Services, 13(24), 108–127.

Le, M. T. H. (2020). Social Comparison Effects On Brand Addiction: A Mediating Role of Materialism. Heliyon, 6(11).

Lichtenstein et al., 1993. (1993).

Moorse, D., Cordery Parker, J., Mueller, B., & Kessler, A. (2021). The Impact Of Social Comparison And Status Seeking On Luxury Purchase Intentions.

Nguyen, N. M., & Nguyen, H. T. (2020). How Do Product Involvement and Prestige Sensitivity Affect Price Acceptance On The Mobile Phone Market In Vietnam? Journal of Asia Business Studies, 14(3), 379–398.

Panjaitan, M. E., Psikologi, J., & Rahmasari, D. (2021). Hubungan Antara Social Comparison Dengan Subjective Well-Being Pada Mahasiswi Psikologi UNESA Pengguna Instagram.

Paul, J. (2015). Masstige marketing redefined and mapped :Introducing a pyramid model and MMS measure. Marketing Intelligence and Planning, 33(5), 691–706.

Pillai, K. G., & Nair, S. R. (2021). The Effect of Social Comparison Orientation On Luxury Purchase Intentions. Journal of Business Research, 134, 89–100.

Preston, C. C., & Colman, A. M. (2000). Optimal Number of Response Categories In Rating Scales: Reliability, Validity, Discriminating Power, and Respondent Preferences.

Rahman, I., Chen, H., & Reynolds, D. (2020). Evidence of Green Signaling in Green Hotels. International Journal of Hospitality Management, 85.

Rahyu Fasya, A., & Burhanudin, B. (2022). Masstige Products and Quality of Life. Jurnal Ekonomi, 11(03).

Rukmana Poha, F., Rita Karundeng, D., & Afan Suyanto, M. (2022). Analisis Citra Merek, Kualitas Produk dan Kualitas Layanan Terhadap Kepuasan Konsumen (Survey Pengunjung Kopi Dari Hati Marisa).

Shukla, P., & Purani, K. (2012). Comparing The Importance of Luxury Value Perceptions in Cross-National Contexts. Journal of Business Research, 65(10), 1417–1424.

Lotulung, P., Mandey, S., & Lintong, D. (2023). Pengaruh Persepsi Konsumen dan Kualitas Produk Terhadap Keputusan Pembelian Baju Bekas Impor Pada Masyarakat Kelurahan Karambosan Utara Lingkungan 8 Kecamatan Wanea.

Soni, N. (2022). Luxury or Masstige: Role of Global and Local Identities, Luxuriousness Variances, Price Luxuriousness Inferences, and Consumer Flexibility. Journal of International Consumer Marketing.

Suzuki, S., & Kanno, S. (2022). The Role of Brand Coolness In the Masstige Co-Branding of Luxury and Mass Brands. Journal of Business Research, 149, 240–249.

Talwar, S., Jabeen, F., Tandon, A., Sakashita, M., & Dhir, A. (2021). What Drives Willingness To Purchase and Stated Buying Behavior Toward Organic FOod? Journal of Cleaner Production, 293.

Tjahjawati, S. S., Purwaningsih, S. S., & Amalia, S. (2022). Predicting Local Brand Acceptance in the Leather Products Market. SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS, 6(1), 89.

Todd, V. Z.-H., & Shackelford, K. (2020). Encyclopedia of Personality and Individual Differences.

Tsalis, G. (2020). What’s the deal? Consumer Price Involvement and the Intention to Purchase Suboptimal Foods. A Cross-National Study. Food Quality and Preference, 79, 103747.

Zhou, K. Z., Su, C., & Bao, Y. (2002). A Paradox of Price-Quality and Market Efficiency: A Comparative Study of The US and China Markets.

Zielke, S. Z., & Dobbelstein, T. D. (2007). Customers’ willingness to purchase new store brands. Journal of Product and Brand Management, 16(2), 112–121.




How to Cite

Burhanudin, B., & Putri, S. S. (2023). The Consequences Of Social Comparison On Price-Quality Schema, Prestige Sensitivity, And Willingness To Purchase. Jurnal Manajemen Dan Inovasi (MANOVA), 6(2), 63–82. Retrieved from