Role Analysis of Elaboration Likelihood Model in Influences of Purchasing Interests by Online, Empirical Study in Authenticstoresby

Abstract

The number of online fraud is increasing in Indonesia, the main cause is customers who are tempted by low prices, so many online sellers are trying to increase consumer confidence by providing clear and complete information on their online stores. Through the Elaboration Likelihood Model theory, it will be seen whether customers prioritize emotions that will be represented by price sensitivity or affections represented by information transparency. This study aims to examine whether there is an influence between price sensitivity, information transparency, and buying interest for luxury goods. The object of this research is prospective buyers from AuthenticStoreSby. The sample collection method uses a purposive sampling of 130 people, which will be distributed online to Authenticstoresby followers in Indonesia. The SPSS application is used for multiple linear analysis of this study. The results of this study are price sensitivity and information transparency have a significant influence on consumer buying interest in luxury goods. However, information transparency does not significantly influence price sensitivity in luxury goods.

Glamour & Faith: How Korean Idol Brand Ambassador and Religiosity influence Luxury Goods Purchase Intentions?

“…This research shows that price sensitivity does not weaken respondents' attitudes towards their intention to buy luxury goods with t-values of 1,400, so H3 is not accepted. These results are in line with research from Aziz et al, (2015); Pir & Derinözlü (2021);and Reynaldy et al, (2020). Although theoretically, price sensitivity should reduce someone's purchasing intentions.…”

“…So, consumers are sensitive to price when purchasing (Silva et al, 2012). Research from Aziz et al, (2015) and Reynaldy et al, (2020) shows that price sensitivity weakens consumers' intentions to purchase luxury goods. H3: Price sensitivity weakens the influence of attitude towards luxury brands on luxury goods purchase intention Kpop brand ambassador and luxury goods purchase intention Kpop agency companies take advantage of fan loyalty to increase profits.…”