scholarly journals Interplay of Personal Attitudinal Constructs towards online fashion products, Consumer Decision-Making and Image Branding: The Case of Online Fashion Products in Thailand in COVID 19 Pandemic

2021 ◽  
Vol 39 (12) ◽  
Author(s):  
Worakamol Wisetsri ◽  
Chi Hau Tan ◽  
Bayar Gardi ◽  
Kannapat Kankaew ◽  
Harsandaldeep Kaur ◽  
...  
Keyword(s):  
Brand Image ◽  
Online Marketing ◽  
Purchase Decisions ◽  
Consumer Decision Making ◽  
Fashion Products ◽  
High Preference ◽  
Civil Status ◽  
Correlational Approach ◽  
Internet Business ◽  
High Degree

When it comes to online fashion, this research focused on the interaction between three factors: preferences for online fashion goods, consumer buying choices for online fashion products, and brand image. A descriptive correlational approach was used. A total of 184 sampled active online purchasers of fashion items from a population of 350 online buyers in Thailand participated in the research. The study was carried out with the use of tools that had been adopted. Descriptive data showed that respondents had a high preference for online marketing, a positive attitude towards online fashion goods, a high degree of consumer buying choices towards online fashion products, and a high preference for favorable brand image in the research. There were significant variations in respondents' preferences for online shopping as well as attitudes toward fashion items and consumer purchase decisions based on age, civil status, education, monthly income, and profession, according to the results of a test of difference. A further connection test revealed that respondents' liking for online marketing tends to improve their attitude toward online fashion items and consumer buying choices. In the end, the results of multiple regression analysis revealed that age, civil status and education level, online marketing approach, attitude towards online fashion goods, and brand image and attitude are all predictors of buying choices. The study's practical consequences for an internet business are addressed. The study's practical consequences for an internet business are addressed.

scholarly journals ANALISIS KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK DAN PERSEPSI HARGA PADA PT. HUMPUSS TRADING JAKARTA

INOVATOR ◽  
2020 ◽  
Vol 9 (1) ◽  
pp. 8
Author(s):  
Yulianingsih Yulianingsih ◽  
Tini Kartini ◽  
Dede Kurniawan
Keyword(s):  
Significant Relationship ◽  
Brand Image ◽  
Sampling Technique ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Price Perception ◽  
Correlational Approach ◽  
Study Population ◽  
The Relationship

<p><em>The research aims to analyze the relationship between brand image and price perception with purchasing decisions at PT. Humpuss Trading, Jakarta. The study population was 140 customers and the number of samples 104 respondents using proportional random sampling technique. The research method used was a survey with a correlational approach consisting of two independent variables namely brand image and price perception and one dependent variable, namely purchasing decisions. The results showed that there was a positive and significant relationship between brand image and purchase decision, there was a positive and significant relationship between price perception and purchase decision, there was a positive and significant relationship between brand image and price perception simultaneously with purchase decisions. Thus it can be concluded that purchasing decisions can be improved through brand image and price perception partially or simultaneously.</em></p>

scholarly journals The Role of Religiosity on Fashion Store Patronage Intention of Muslim Consumers in Indonesia

SAGE Open ◽  
2020 ◽  
Vol 10 (2) ◽  
pp. 215824402092703
Author(s):  
Andriani Kusumawati ◽  
Sari Listyorini ◽  
Suharyono ◽  
Edy Yulianto
Keyword(s):  
Decision Making ◽  
Human Life ◽  
Consumer Decision Making ◽  
Fashion Products ◽  
Managerial Implications ◽  
Research Findings ◽  
Store Patronage ◽  
Life Values ◽  
Patronage Intention

Religiosity covers all aspects of human life values. Consumer decision-making in Muslim product purchase needs to involve religiosity. Muslim fashion is increasingly popular and becomes a potential business for fashion entrepreneurs in Indonesia. This condition evokes a dilemma for the consumers as Muslim fashion users on whether they have to conform to the religious sharia or follow the trend. The purpose of this article is to identify the role of religiosity as a factor affecting Muslim consumers to revisit Muslim fashion stores. This research involved 243 Muslim consumers of several Muslim fashion stores. The results showed that religiosity of Muslim consumers had a direct effect on patronage intention and indirect effect on patronage intention of Muslim fashion stores through Customer Satisfaction. The research findings are directed to managerial implications for Muslim fashion entrepreneurs in relation to consumer religiosity and marketing of Indonesian Muslim fashion products.

scholarly journals The Effect of Performance, Price Perception, Brand Image, and Brand Association on Purchase Decision of Honda CBR150R in Surabaya

2021 ◽  
Vol 4 (1) ◽  
pp. 97-107
Author(s):  
Ponta Dewa Saktiawan ◽  
Soni Harsono
Keyword(s):  
Automotive Industry ◽  
Brand Image ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Inclusion Criteria ◽  
Price Perception ◽  
Brand Association ◽  
Negative Effect ◽  
Correlational Data ◽  
Positive Effect

 In the automotive industry, the consumer purchase decision is the most important aspect of the company's life cycle because it can affect profitability, especially for Honda CBR 150R. This study aims to analyze the effect of performance, price perception, brand image, and brand association on the purchase decision of Honda CBR 150R in Surabaya. The research design is descriptive-correlational. Data were collected by distributing 113 questionnaires to the respondents who met the inclusion criteria. The data were analyzed using multiple regression analysis. This research shows that performance and price perception have a negative effect on purchase decisions, but not significantly. The brand image has a positive effect on the purchase decision, but not significantly. On the other hand, the brand association has a positive and significant effect on a purchase decision. It can be concluded that brand association is the most important aspect in Honda CBR 150R purchase decision.

scholarly journals The Effect of Electronic Word-of-Mouth in Social Media toward Consumer Purchase Decision with Brand Image as Moderating Variable

2018 ◽  
Vol 1 (1) ◽  
Author(s):  
ANINDYA PRAMESTIARA ◽  
RAHAB RAHAB
Keyword(s):  
Social Media ◽  
Research Method ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Decision ◽  
Sampling Techniques ◽  
Purchase Decisions ◽  
Electronic Word Of Mouth ◽  
Exchange Information

Social media has made it possible for users to exchange information and discuss theiropinions and experiences about products or services through online on their social mediaplatform with their peers. This kind of communication is called as electronic word-of-mouth(e-WOM) where the information can be spread faster and has the potential for greaterimpact on consumers purchase decision. Therefore, the aim of this research is to know theeffect of e-WOM (including quality and quantity of e-WOM as well as sender’s expertise) insocial media on consumers’ purchase decisions moderated by brand image. The researchmethodology used for this study is a case study with survey research method. Conveniencesampling technique derived from non-probability sampling techniques are used for sampleselection. The sample of this research is 175, from people who have purchased and usedEtude House product. Statistical software SPSS and AMOS is used to analyze the data. Thefindings in this area will help Etude House and other marketers to reach out its potentialcustomers and align their marketing effort in efficient way by pay attention on the marketingpolicies about eWOM. The limitations of the research is some respondents not read andanswer the question clearly and made it not represent their exact perception.

scholarly journals The Analysis of Brand Image and Brand Awareness on Purchase Decisions

2021 ◽  
Author(s):  
Anita Dewi Rachmawati ◽  
Heny Hendrayati ◽  
Vanessa Gaffar
Keyword(s):  
Brand Image ◽  
Brand Awareness ◽  
Purchase Decisions

scholarly journals Pengaruh Kualitas Produk, Promosi, dan Citra Merek terhadap Keputusan Pembelian Kopi Merek Moola Pedawa

2021 ◽  
Vol 7 (1) ◽  
pp. 56
Author(s):  
Vika Ervina ◽  
Made Ary Meitriana
Keyword(s):  
Data Analysis ◽  
Linear Regression ◽  
Product Quality ◽  
Brand Image ◽  
Sampling Technique ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Collection Method ◽  
Analysis Technique ◽  
Quality Promotion

The purpose of this study was to discover the effect of product quality, promotion and brand image on the purchase decision of Moola Pedawa Coffee. This type of research is associative with a quantitative approach. The population was customers who have bought and consumed Moola Pedawa Coffee for 384 respondents, collected by the purposive sampling technique. The data collection method was using questionnaires. The data analysis technique was using multiple linear regression. Hypothesis tests were conducted using the t test and f test. The results showed that partially and simultaneously product quality, promotion, and brand image have a positively effect on purchase decisions

How do internet memes affect brand image?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hsuju Teng ◽  
Chi-Feng Lo ◽  
Hsin-Hui Lee
Keyword(s):  
Peer Review ◽  
Brand Image ◽  
Online Marketing ◽  
Marketing Communication ◽  
Communication Research ◽  
Transmission Characteristics ◽  
Content Type ◽  
Study Results ◽  
Symbolic Value ◽  
Current Paradigm

PurposeThis study aims to investigate how Internet memes affect brand image.Design/methodology/approachThe authors first used the Delphi method to refine Internet memes' constructs and dimensions and developed a scale for Internet memes. Second, the authors used a questionnaire to collect data from 348 valid Internet consumers.FindingsThe authors proposed four significant characteristics of Internet memes: humour, high positive emotional intensity, brand interactions and prestige, and high spreadability to prompt consumers to remake, share and spread memes. The study results indicate that Internet memes positively influence the brand image. However, not all meme characteristics were correlated with the brand image; only brand prestige, interaction and humour enhanced brand image.Originality/valueFor scholars in online marketing communication research, this study shifts the current paradigm of brand-generated and customer-passive to user-generated and customer-active. It also addresses the importance of pandemic effects of Internet memes on brand image. To be specific, this study presents the important symbolic values that Internet memes need to include to affect consumers' behaviour in response to perceived brand image by applying both mind infection and symbolic value perspectives. Finally, this study redefines the dimensions and measurements of Internet memes to address the lack of consensus and concrete scales regarding meme transmission characteristics and extending into online marketing communication strategies.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-11-2019-0364

Fuel Efficient Vehicles

2017 ◽  
pp. 36-58
Author(s):  
Lisa Watson ◽  
Anne M. Lavack
Keyword(s):  
Fossil Fuels ◽  
Purchase Decisions ◽  
Consumer Decision Making ◽  
Alternative Fuel Vehicles ◽  
Automotive Technology ◽  
Environmental Attitudes And Behavior ◽  
And Behavior ◽  
Attitudes And Behavior ◽  
Alternate Fuel Vehicles

Consumers have been slow to switch to more fuel efficient vehicles, in spite of the threat of a future global shortage of fossil fuels. To understand consumer reluctance to adopt hybrid automotive technology, this chapter begins by reviewing consumer decision-making with regard to consumer automotive purchases. We examine the market for fuel efficient vehicles (FEVs) and alternate fuel vehicles (AFVs), including a discussion of consumer willingness to trade personal comfort in order to buy more fuel efficient vehicles, and consumer price sensitivity with regard to purchasing higher-priced alternative fuel vehicles including hybrid-electric vehicles. We discuss the tenuous link between environmental attitudes and behavior, and outline the role of social marketing in creating behavior change relating to automotive purchase decisions.

Consumer Behavior in Online Risky Purchase Decisions

2018 ◽  
Vol 8 (2) ◽  
pp. 1-26 ◽  
Author(s):  
Kenneth David Strang
Keyword(s):  
Consumer Behavior ◽  
Health Care Providers ◽  
Information Sources ◽  
Financial Institution ◽  
Online Marketing ◽  
Online Information ◽  
Purchase Decisions ◽  
Care Providers ◽  
Online Social Media ◽  
Trust Beliefs

There is very little research about how consumers of different races trust online marketing information from businesses or government when making expensive purchase decisions such as cancer treatment medicine. In this article, a large cross-cultural sample was surveyed to evaluate trust belief levels for common online information sources when making risky purchase decisions. Trust belief levels of online information sources were significantly different across ethnicity and gender when making risky decision. Females across all ethnicities held higher trust beliefs for online information sources, and Asian females in particular had the highest trust beliefs for online data from library research to health care providers. Trust belief levels were lower for online social media and bank/financial institution online information sources for risky purchase decisions. These findings can be used by leaders, political authorities, and consumer behavior marketing managers to segment consumers by demographic characteristics.

scholarly journals The influence of store environment on brand attitude, brand experience and purchase intention

2018 ◽  
Vol 49 (1) ◽  
Author(s):  
Marike Venter de Villiers ◽  
Richard Chinomona ◽  
Tinashe Chuchu
Keyword(s):  
Purchase Intention ◽  
Global Economy ◽  
Brand Attitude ◽  
Local Market ◽  
Brand Experience ◽  
Consumer Decision Making ◽  
Fashion Industry ◽  
Fashion Products ◽  
Fashion Retail ◽  
Store Environment

Background: Consumer decision-making is shifting from the rational to the emotional, and as a result, retailers are investing in unique store atmospheric cues to capture the attention of consumers. Although not a completely new phenomenon, a lack of studies on this topic remains in Africa, an emerging economy that is rapidly becoming part of the global economy. This is especially evident in the fashion industry where global fashion chain stores are rapidly infiltrating the local market. Objectives: This article aims to investigate the influence of store environment on purchase intention of fashion products with brand attitude and brand experience as the mediators. Method: By means of a quantitative study, 501 online self-administered surveys were distributed among black middle-class women residing in Johannesburg. Results: The results support four of the five hypotheses. It is therefore evident that store environment positively influences consumer’s brand attitudes, purchase intention and brand experience in the fashion retail industry. Conclusion: This article contributes to existing literature on fashion retail, experiential marketing and branding. It further provides retailers with adequate insight into experiential retail strategies that can yield profitable returns and increase their customer loyalty base.

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