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Analysis of Self-Concept and Community on Compulsive Purchasing of Harley Davidson Products with Hedonistic Lifestyle as a Mediating Variable

In: Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025)

Author

Listed:
  • Debriantika Debriantika

    (Sarjanawiyata Tamansiswa University, Master of Management)

  • Muinah Fadhilah

    (Sarjanawiyata Tamansiswa University, Master of Management)

  • Marhadi Marhadi

    (Hungarian University of Agriculture and Life Science, Doctoral School of Economic and Regional Science)

Abstract

This study examines how self-concept and community influence compulsive purchasing of Harley Davidson products, with hedonistic lifestyle acting as a mediating variable. A quantitative explanatory approach was used, involving 103 members of the Harley Owners Group (HOG) community, and the data were analyze using PLS-SEM. The results show that both self-concept and community significantly shape hedonistic lifestyle, which strongly predicts compulsive buying. Notably, community influence demonstrates a dual effect: it directly reduces compulsive purchasing but indirectly increases it through lifestyle factors a dynamic rarely explored in previous luxury consumption research. The study offers novelty by integrating psychological identity, community-driven social influence, and lifestyle mediation into a unified behavioral framework for luxury motorcycling. Practically, the findings provide guidance for brand managers and community organizers to design responsible engagement strategies that strengthen identity while minimizing excessive purchasing.

Suggested Citation

  • Debriantika Debriantika & Muinah Fadhilah & Marhadi Marhadi, 2026. "Analysis of Self-Concept and Community on Compulsive Purchasing of Harley Davidson Products with Hedonistic Lifestyle as a Mediating Variable," Advances in Economics, Business and Management Research, in: Syamsul Hadi & Riskin Hidayat & Ambar Lukitaningsih & Ong Lin Dar & Taufik Abd Hakim (ed.), Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025), pages 241-254, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-626-5_18
    DOI: 10.2991/978-94-6239-626-5_18
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