What Drives Purchase Intention and Brand Loyalty in Affordable Luxury Fashion? Evidence from Coach Consumers

In the era of globalization and digitalization, Indonesia's luxury fashion industry has continued to grow, including the affordable luxury segment, creating a need for brands to understand the factors influencing consumers’ purchase intention and brand loyalty. This study examines the effects of luxury value perception (functional, financial, individual, and social value) and brand personality appeal on purchase intention and brand loyalty among Coach consumers in Surabaya. A quantitative approach was used, with an online survey. Data were collected from 173 consumers who had purchased or owned Coach products within the past year through official boutiques or authorized channels and were analyzed using covariance-based Structural Equation Modeling (SEM). The results show that functional value, financial value, individual value, social value, and brand personality appeal each have a positive effect on purchase intention. Furthermore, purchase intention and brand personality appeal positively affect brand loyalty. This research contributes to the literature on consumer buying behavior by giving insights into how perceived luxury value and brand personality appeal shape consumer responses in the affordable luxury fashion market.