Abstract
Indonesian middle-class consumers are experiencing notable changes in their shopping behaviour, particularly in the growing use of jastip (proxy buying services) to purchase affordable foreign brand-name products. Masstige brands, positioned between luxury and mass markets, have become increasingly popular, yet empirical research on how consumers evaluate their symbolic, functional, and aesthetic value within the context of informal cross-border trade remains limited This study employed a quantitative approach involving 272 respondents in Medan, Indonesia, who had used jastip services to obtain masstige brand items from Bangkok, Thailand. Data were collected through an online survey measuring three motivational dimensions: physical appearance (aesthetic value), symbolic value, and functional value. Using descriptive statistics and significance testing, the study examined how these motivations correlate with consumer purchase decisions. The findings reveal that symbolic and aesthetic values strongly influence consumer decisions, while functional value plays a comparatively minor role. Consumers perceive masstige brand items as enhancing their self-esteem and social status, and these perceptions are significantly shaped by globalized shopping trends and social media exposure. Age, income, and social media use frequency also show significant correlations with these motivational dimensions. Overall, the study highlights a growing preference among urban middle-class consumers in Indonesia for products that carry symbolic meaning, with implications for international marketing strategies and policy considerations regarding informal cross-border proxy buying.
Keywords: Consumer Behavior, Informal Commerce, Jastip, Masstige Brands, Physical Appearance, Symbolic Consumption.