Self-Concept, Locus Of Control, Media Exposure, And Behavior Of Youth Toward Luxury Products Purchase

Abstract

This study was a survey research. It aimed to explore the relationships between three dimensions of self-concept, locus of control, media exposure, and behavior of youth toward the purchase of luxury products. The samples were 363 young people whose ages were between 15 and 25 years old. Questionnaires were employed as the instruments for data collection. Results of the survey showed that respondents, on average, purchased luxury products in general at the low level. Results of the hypotheses test at the statistical significance level of 0.05 suggested that the behavior toward the purchase of luxury products in general has relationships with self-concept in terms of perceived economic status, perceived personal-image and self-roles; and media exposure.