Consumer purchase intention towards luxury handbag brand: in the case of Coach handbag brand / Nurulsyafiqah Othman

This research aims to investigate the consumer purchase intention towards luxury handbag brand (in the case of Coach Handbag) among visitors within Suria Sabah Shopping Complex Kota Kinabalu area. Consumer purchase intention towards luxury handbag dimensions namely financial value, functional value, social value and individual value which are the independent variables. The dependent variable is consumer purchase intention towards luxury handbag brand. Each of the dimensions was tested to see its relationship with the consumer purchase intention towards luxury handbag brand. The objectives of this study are, first, to identify whether financial value affect consumer's purchase intention towards luxury handbag brand. Second objective is to identify whether functional value affect consumer's purchase intention towards luxury handbag brand. Third objective is to identify whether social value affect consumer's purchase intention towards luxury handbag brand. And fourth objective is to identify whether individual value affect consumer's purchase intention towards luxury handbag brand. Questionnaire were distributed to 218 respondents came from various background and all of them were working adults in Kota Kinabalu area. Four hypotheses were being tested using Statistical Package for Social Science (SPSS) Version 21.0. The findings indicated that functional value has the highest significant relationship to consumer purchase intention towards luxury handbag brand (in the case of Coach Handbag). It represents the superior quality and excellent performance which is the product's core benefits. The buyer believes that the superior quality and performance of the luxury handbags is performed by the premium price set which will be explained more. The implication of each variables and further suggestions for future research were identified and proposed.