Category - Ifta Firdausa NUZULA

This study develops a model from primary needs that develop into existence through luxury consumption in the era of globalization. Besides that, it is vital to find out the involvement in using luxury products encouraging consumer existence on social media, especially during the COVID-19 pandemic. The development of e-commerce and access to luxury products enables people’s purchase intentions. It creates a community in the use of luxury one. This study aims to determine the factors that influence purchase intention of luxury products. The data analyzed using PLS-SEM. Convenience sampling was used to gather response of 381 respondents. Results show that perceived quality, brand attitude and E-WoM had a significant positive relationship with purchase intention. However, perceived risk does not have a substantial effect on purchase intention.