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Effective Marketing and Consumer Behavior Tactics for High-End Products: The Consumer of Luxury
Abstract
Over the past few decades, the consumption of luxury products has become an increasingly visible phenomenon across all levels of Indonesian society. This article examines the dynamics of luxury consumption, particularly how experience and culture play an important role in shaping consumer behavior in Indonesia. The study is based on literature analysis, phenomenon observation, and in-depth interviews with consumers from various socio-economic backgrounds. Luxury consumers in Indonesia not only purchase products to fulfill basic needs, but also to gain social recognition and demonstrate status. Luxury products are seen as a symbol of prestige that gives the owner a certain social identity. This phenomenon is further reinforced by Indonesia's rapid economic development, the growth of the middle class, and the globalization of consumerist culture. This article identifies three main factors that influence luxury consumption in Indonesia: social status, global cultural influences and personal experience.
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