Implementasi Konsep Masstige Brand Hubungan Pilihan Pelanggan dengan Keputusan Pelanggan dalam Pembelian Jasa Titip (Jastip) Bangkok

Abstract

This study examines the relationship between customer preferences and purchasing decisions in using Bangkok personal shopper (jastip) services for masstige brand products. The research focuses on three main indicators: physical appearance, symbols of success, and functional value. A quantitative approach was employed, involving 272 respondents aged 20–60, who had used Bangkok fashion jastip services at least 4–5 times in the past six months, and were active social media users. The theoretical framework draws on Mike Featherstone's theories of cultural consumption, lifestyle, and social identity, as well as Icek Ajzen’s Theory of Planned Behavior. The analysis reveals that all three indicators are interrelated and significantly influence purchasing decisions. Among them, physical appearance emerges as the most influential factor, followed by symbols of success and functional value. Physical appearance plays a dominant role, driven by the variety of product styles, social media visualization, and the perceived impact on users. Symbols of success contribute to the symbolic aspects of consumption, where consumers seek products that reflect social status, exclusivity, and prestige. Meanwhile, functional value provides stability in purchasing decisions through comfort, quality, and benefits relative to cost. Overall, the masstige brand concept successfully combines the desire for prestige with affordable pricing, exerting a tangible influence on consumers’ decisions to use Bangkok jastip services.