The Effect of Luxury Brand on Purchase Decision with Emotional Luxury Customer as Mediating Variable: A Study on Buttonscarves Hijab Store Consumers in Samarinda

ABSTRACT : This study examines the effect of luxury brand on purchase decision with emotional luxury customer as a mediating variable among consumers of the Buttonscarves hijab store in Samarinda, Indonesia. The study uses an explanatory research design with the Stimulus-Organism-Response (S-O-R) framework. Data were collected from 120 respondents through purposive sampling and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The results indicate that luxury brand has a significant positive effect on purchase decision (P = 0.026), luxury brand has a significant positive effect on emotional luxury customer (P = 0.000), and emotional luxury customer has a significant positive effect on purchase decision (P = 0.023). The mediation pathway, however, through emotional luxury customer, does not significantly mediate the relationship between luxury brand and purchase decision (P = 0.057). These findings provide empirical evidence on the role of luxury brand perception and consumer emotional responses in driving purchase behavior within the context of the Indonesian modest fashion market.

KEYWORDS : Buttonscarves, Emotional Luxury Customer, Luxury Brand, Purchase Decision, PLS-SEM