The Effect of Brand Image, Brand Personality and Brand Awareness on Purchase Intention of Local Fashion Brand “This Is April”

Naurah Tsabitah,Rila Anggraeni

doi:10.24002/kinerja.v25i2.4701

Abstract

The fashion industry is one of the sectors in the creative economy. In 2019, the Indonesian Ministry of Industry revealed that the clothing industry recorded the largest export value. Therefore, business activists are competing to create local fashion brands and take steps to create purchase intention. This study aims to determine the impact of brand image, brand personality, and brand awareness on purchase intention Local Fashion Brand “This Is April” in Malang City. This is explanatory research type with a quantitative approach. The samples are 160 respondents. The sampling method is non-probability sampling with purposive sampling technique. The data collection method is questionnaire distributed online. This study used multiple linear regression analysis methods using IBM SPSS software. This study findings show that brand personality and brand awareness have a significant effect on purchase intention. Meanwhile, brand image has no effect on purchase intention. This study suggested that the company should maintain and increasing brand personality and brand awareness by, among others, following the fashion trends, project endorsement and collaboration with influencers to creat purchase intention. Keywords: Brand Image, Brand Persoanlity, Brand Awareness, Purchase Intention

Highlights

The development of internet technology has made the shopping activities much more convenient
This study aims to examine the effect of Brand Image, Brand Personality, and Brand Awareness on Purchase Intention on Local Fashion Brand “This Is April” in Malang City
Hypothesis testing consists of goodness of fit test (F test) and partial significance test (t test)

Summary

Introduction

The development of internet technology has made the shopping activities much more convenient. The online shopping is more user friendly in recent years (Lestari, 2015). The internet as a new media is believed to become a fast medium to send information and affecting everyone to fulfill their needs and desires (Nia and Loisa, 2019). One of which is shopping activities to support the appearance. Most women very interested in an attractive appearance. Women are very concerned about their appearance and spend a lot of money, time and effort to make better appearance (Zikra and Yusra, 2016). Cloth can support the appearance of women. It became an important points to assess the women attractiveness (Setyorini, 2020)

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Methods

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Discussion

Conclusion