Tujuan dari penelitian ini mengajukan model untuk menguji pengaruh positif yang signifikan antara variabel-variabel persepsi merek mewah, pengaruh sosial dan sifat pamer terhadap niat beli yang dimoderasi oleh kebutuhan akan keunikan pada kelompok Harley Owners Group di Jakarta yang merupakan pengguna merek mewah motor merek Harley Davidson. Peneliti menggunakan skala Likert 5 poin dalam pengukuran variabel-variabel. Metode pengumpulan data dalam penelitian ini menggunakan kuesioner dengan teknik Simpel Random Sampling, sedangkan subyek penelitian sebanyak 222 responden sebagai pengguna dan pemilik motor merek Harley Davidson yang tergabung dalam komunitas Harley Owners Group Anak Elang dan Harley Owners Group Nusantara yang berada di Jakarta. Untuk pengujian hipotesis antar variabel, data diolah menggunakan SmartPLS versi 3.0. Hasil dari Path Coefficients secara berurut, persepsi merek mewah berpengaruh positif dan signifikan terhadap niat beli, sedangkan pengaruh sosial dan sifar pamer tidak berpengaruh positif dan signifikan terhadap niat beli, sedangkan kebutuhan akan keunikan sebagai variabel moderasi terhadap variabel-variabel bebas tidak berpengaruh secara signifikan terhadap niat beli. Indikasi R² dari hasil olah data bahwa kemampuan variabel persepsi merek mewah, pengaruh sosial, sifat pamer dan kebutuhan akan keunikan dalam menjelaskan variabel niat beli (Y) sebesar 69,6% (kuat) dan sebesar 30,4% dijelaskan oleh faktor lain di luar dari penelitian ini.

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