The Effect Of Clothing Size Manipulation And Social Comparison On Consumer Self-Esteem And Purchasing Decision
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 4
Abstract
This research aims to find: the effect of clothing size manipulation on consumer self-esteem and purchasing decision; the effect of social comparison on consumer self-esteem and purchasing decision; and the effect of consumer self-esteem on purchasing decision of Undergraduate Regular Program students of Economics and Business Faculty of University of Mataram. This research is a causality associative research with respondents of 100 students. Sampling method used is quantitative method with accidental sampling technique. Technical analysis used is Structural Equation Modeling (SEM) with AMOS 22.00 program. Research findings show that clothing size manipulation has direct, positive and significant effect on self-esteem as well as purchasing decision. Social comparison also has a direct, positive and significant effect on selfesteem. On the other hand, social comparison has a direct and positive effect but statistically insignificant on purchasing decision. Self-esteem also has a direct and positive effect but statistically insignificant effect on purchasing decision.
Authors and Affiliations
sherwin A. Busman, sulhaini Sulhaini, Handry S. Athar
Keywords
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- EP ID EP410273
- DOI 10.9790/487X-2004077279.
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