RAZAQ, Annafi (2023) A Conspicuous Consumption At Starbucks Jakarta - The Role Of Hedonic Motive, Conformity Motive, And Self-Image Congruence With Lifestyle As Mediation Variable. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This research takes the title "A Conspicuous Consumption at Starbucks Jakarta - The Role of Hedonic Motive, Conformity Motive, and Self-Image Congruence with Lifestyle as Mediation Variable". There are 250 respondents who consume conspicuously on Starbucks products. Based on this research, several conclusions were obtained: 1) Hedonic Motives have a positive effect on Conspicuous Consumption, 2) Conformity Motives have a positive effect on Conspicuous Consumption, 3) Hedonic Motives have a positive effect on Lifestyle, 4) Conformity Motives have a positive effect on Lifestyle, 5) Hedonic Motives through Lifestyle have a positive effect on Conspicuous Consumption, 6) Conformity Motives through Lifestyle have a positive effect on Conspicuous Consumption, 7) Lifestyle has a positive effect on conspicuous consumption, 8) Self-image congruence has a positive effect on conspicuous consumption. Managerial implications are 1) This can be done by Starbucks coffee by providing attractive discounts at several moments so that consumers can buy more. As well as making the latest trends to attract young buyers. Starbucks can also create a comfortable place so that consumers can feel comfortable for hanging out or socializing, 2) Starbucks can take advantage by creating new innovations in how to drink coffee so that consumers can be more interested and like consuming coffee at Starbucks, 3) Starbucks can improve services, and make Starbucks more luxurious when consumers visit Starbucks, it will improve their self-image. The limitation of this study is the difficulty of finding respondents due to the wide coverage in this study which is spread across all Starbucks in Jakarta. The normality test still cannot be fulfilled.

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