Analysis of Brand Image on Consumer Purchase Decisions in ‘Mint,’ A Ladies Fashion Brand in Jakarta

Abstract

The retail fashion industry is growing rapidly in Indonesia, currently dominated by international fashion brands, followed by local designers and local fashion brands. There is very tight competition in the industry. Indonesian’s local brands have to create collections with good brand images to be able to compete and attract Indonesian consumers. The consumers appreciate local products, which have good quality design, styles, fabrics and competitive prices with positive brand images that make them feel confident wearing them. To be able to compete with the international fashion brands, it is very important for a local fashion brand to fulfill those expectations. This paper was conducted by choosing one of the middle class local fashion brands in Jakarta, called Mint. Mint products have been sold in Indonesia since 2002, from 15 boutiques and more than 200 locations such as department stores. In 2007, Mint got a recognition certificate from Business Indonesia magazine as an ‘Indonesian Original Product’ (Product Asli Indonesia 2007). Mint targets professional, urbane women between 20 and 35 years old. This paper is to determine factors of the decision of Mint’s customers in choosing the fashion brand, and if brand image as a local brand will influence the buying decision. This paper uses questionnaires, interviews, and observations as its research methodology. The results show that the factors influencing buying decisions for Mint are: good quality of products in many varieties; affordable price; and attractive designs. Brand image as a local brand is accepted in the consumer’s mind as long as the product fulfills their needs in quality. It is recommended for Mint to do regular research into buying factors since fashion keeps changing, and to maintain a good brand image as a local brand. Findings are also applicable for new fashion brands, created by entrepreneurs before they start their businesses in fashion retail in Indonesia.