LUXURY BRAND PURCHASE INTENTION OF LUXURY COSMETIC PRODUCTS WITH THE INFLUENCE OF TRAIT OF VANITY AS MODERATING VARIABLES

Background: Nowadays, some cosmetic products are included in the range of luxury cosmetics products that the intensity of use and needs presently have changed to be like primary needs. The word 'luxury' is believed to exist with the best quality and undoubtedly high prices. However, in reality, these prices do not reduce consumer interest to continue purchasing luxury cosmetic products. Purpose: This study aims to explore the motives of consumers in purchasing luxury cosmetic products. Methods: This study uses a quantitative approach and uses women who have not or have ever tried luxury cosmetic products as the respondents. This is done by filling out online questionnaires. The hypothesis is tested using Structural Equation Modeling (SEM) analysis. The research variables are Luxury Brand Perception, Trait of Vanity, Interpersonal Influence, Brand Origin, and Luxury Brand Purchase Intention. Results: This study showed that the perception of luxury brands, trait of vanity, interpersonal influence, and brand origin with each mean 3.44, 4.1, 3.1, and 3.45 had a significant effect on the luxury brand purchase intention of cosmetic products while the trait of vanity proved not to moderate the influence of perceptions of the luxury brand purchase intention of luxury cosmetic products. Conclusion: In the case of consuming luxury cosmetics, there are several motives underlying the consumer to purchase. The significant underlying motive is how consumers perceive a luxury brand, trait of vanity, interpersonal influence, and brand origin