The Effect Of Need For Uniqueness And Bandwagon Effect On Purchase Intentions Through The Hedonic Function Of Attitude As An Intervening Variable In Purchasing An Iphone 15 Promax Smartphone(Study On Generation Z Pontianak)
Abstract
This study aims to analyse the effect of Need for Uniqueness and Bandwagon Effect on Purchase Intentions with Hedonic Function of Attitude as an intervening variable in the purchase of iPhone 15 Pro Max. The sample was taken using purposive sampling, with a total of 150 respondents. The data analysis method uses a Structural Equation Model (SEM) based on Partial Least Square (PLS) with WarpPls 8.0. The results showed that Need for Uniqueness and Bandwagon Effect have a significant effect on Purchase Intention through the mediation of Hedonic Function of Attitude. These findings emphasise the importance of marketing strategies that focus on product uniqueness and consumers' hedonic experiences.
Downloads
Copyright (c) 2025 Rindi Astuti, Heriyadi Heriyadi, Juniwati Juniwati, Ramadania Ramadania
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
An author who publishes in the EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis agrees to the following terms:
Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
