ABSTRACT
The purpose of this study was to determine how the influence of status consciousness on brand status selection and brand preferences affects millennial generation shopping style in the city of Tasikmalaya. This study used survey methods to obtain information on status consciousness, brand status, brand preference, and shopping style in the millennial generation, as well as causality relationships between variables through statistical calculations. Data collection used purposive sampling techniques and consisted ofquestionnaires to 148 respondents who are productive millennials. Through calculations using Structural Equation Model analysis, the results of this study indicate that status consciousness is proven to be an antecedent of brand status and brand preferences. Brand preferences also have a significant influence on the formation of millennial shopping styles. However, brand status has not been proven to have an influence on millennial shopping styles. The novel value of this study is in placing brand status and brand preference as mediating variables.
