Factors Influencing Purchase Intention for Luxury Fashion Brands among Malaysian Consumers

Abstract: This study is aimed to determine the factors that influence purchase intention for luxury fashion among Malaysian consumers. A survey of 124 Malaysian consumers in TTDI Kuala Lumpur was done, and correlation and multiple regression analyses are used to analyze the data. Result suggests that luxury brand perception and social influence are significant factors in explaining purchase intention for luxury fashion brands. In contrast, vanity is found not to have a significant relationship with purchase intention. This study offers renewed empirical insights that contribute to a new way of thinking about the factors driving intentions to purchase luxury brands specifically in Malaysia. Keywords: Purchase Intention, Luxury Brand Perception, Social Influence, Vanity, Luxury Fashion Brand JEL Classification Number: M31