Fashion Stores Research Articles

Influence of brand image and word of mouth on purchase decisions at the 3 Second Fashion Store in Palangka Raya City

This research investigates the impact of brand image and word of mouth on consumer purchasing decisions at Toko Fashion 3Second in Palangka Raya. With the rapid growth of the fashion industry and the influx of various distribution outlets (distros) in Indonesia, this study highlights the competitive dynamics and consumer behaviour in the local context. Brand image and word of mouth have been identified as significant factors influencing consumer choices and loyalty. These are crucial for distros like Toko Fashion 3Second to thrive in a saturated market. This thesis utilizes quantitative analysis methods, with data gathered from consumer surveys and sales records, to explore the relationship between these variables and purchasing decisions. The findings indicate that both brand image and word of mouth significantly affect consumer decisions, guiding distros in refining their marketing strategies to enhance customer satisfaction and brand loyalty. The implications of this study extend to the strategic management of brand reputation in the highly competitive fashion industry

Ambient music and retailer equity: The moderating role of music fit

Researchers have explored the impact of ambient music on consumer responses in the retail environment and reported conflicting findings. This study investigated the relationship between ambient music and retailer equity, with a focus on the moderating effect of music fit. Data were collected through a field study conducted in a fashion store, where pop songs were used to attract customers (N = 406). Hierarchical regression analysis results suggested that ambient music was positively associated with retailer equity, and the strength of this relationship was moderated by music fit. Specifically, the positive impact of ambient music on retailer equity was stronger when the music aligned with customers' overall image of the store. The theoretical and practical implications of the findings are discussed.

INFLUENCE OF DIGITAL MARKETING AND SALES PROMOTION TOWARDS PRODUCT PURCHASE DECISIONS AT IVY CARISSA SIMO FASHION STORE

The purpose of this study is to examine the role of digital marketing and discount towards purchasing decisions at Ivy Carissa fashion store. The primary sample data was taken from Ivy Carissa customers. The questionnaire contains 13 items of questions. The data were analyzed using descriptive quantitative method and using multiple linear regression. The results showed that digital marketing effect significantly on purchasing decisions. The same goes to discount that effect significantly on purchasing decisions. Simultaneously variables of digital marketing and discount effects on purchasing decisions.

PENGARUH STORE ATMOSPHERE DAN PRICE FAIRNESS TERHADAP KEPUASAN PELANGGAN DI TOKO NYONYA FASHION KOTA MANNA KABUPATEN BENGKULU SELATAN

This research aims to determine "The influence of store atmosphere and price fairness on customer satisfaction at the Nyonya Fashion store, Manna City, South Bengkulu Regency". Both partially and simultaneously. The type of research used is quantitative research. The population of this study was 130 people who had shopped at least twice at the Nyonya Fashion store, Manna City, South Bengkulu Regency, using the Incidental Sampling technique. The collection technique uses a questionnaire whose validity and reliability have been tested. The data analysis technique used to answer the hypothesis is multiple regression. The results of this research show that: (1) the research results show a positive influence of the Store Atmosphere variable on Customer Satisfaction. Based on the results of the partial test, the t count was 2.454 and the regression coefficient was 0.307 with a significance of 0.015. (2) research results: There is a positive influence of the Price Fairness variable on Customer Satisfaction. Based on the results of the partial test, the t count was 8.479 and the regression coefficient was 1.357 with a significance of 0.000. (3) Simultaneous or joint test results obtained by Store Atmosphere and Price Fairness have a positive effect on Customer Satisfaction. This is proven by the test results obtained by the calculated f value of 140.309, with significance (0.000<0.050). Keywords : Store Atmosphere, Price Fairness, Customer Satisfaction.

Online VR store as a sustainable fashion retail space

PurposeThe study applied the information system success model (ISSM) to investigate the influence of information system qualities (ISQs) on consumer responses related to sustainable fashion consumption in the context of comparing 3D VR store and 2D website.Design/methodology/approachThis study designed a questionnaire to measure five ISQs (usefulness, diversity, functionality, reliability and tangibility), immersion in messages and purchase intention. 270 data from women consumers of online fashion stores were collected using Macromill Embrain. Structural equation modeling with Amos 21 and process macro model 7 with SPSS 26 were used for analysis.FindingsThis study suggested the relevance of usefulness, diversity, reliability and tangibility among ISQs in evoking immersion in sustainable fashion messages and stimulating the purchase intention. In the moderation of website technology types, the effects of usefulness and tangibility on the immersion in sustainable fashion messages were stronger in 3D VR than 2D condition.Originality/valueThe study is meaningful as an initial study that identified the ISQs of online fashion stores by dividing the type of technology into 3D VR and 2D. We offer insights about the relevance and applicability of immersive VR technology in promoting sustainable fashion consumption and show the potential of online VR store as a new kind of sustainable fashion retail space.

Consumer Shift from Fast Fashion to Thrift Fashion: An Application of Goal Framing Theory

Thrift fashion represents the fastest-growing trend on Instagram. Although consumers are still skeptical about thrift, its increasing popularity among young Indian consumers remains under-researched. Thus, this article analyzes the responsible factors shaping consumers’ purchase intention toward Instagram thrift stores. Responses from 206 Instagram thrift store followers were received using a self-administered questionnaire. Structural equation modeling in SPSS AMOS 21 tests the proposed research model. Six factors influencing consumers’ purchase intention were identified after reviewing relevant literature on the topic. Results indicate that the gain goal frame (economic value), hedonic goal frame (perceived concern and hedonic value), and electronic word-of-mouth significantly influence consumers’ purchase decisions. However, the impact of the normative goal frame (environmental concern) and fashion consciousness was insignificant. The findings of this study could help Instagram thrift store owners plan their communication strategies by identifying the motivating and demotivating factors of conscious consumers’ purchase intention. It is the first empirical article to understand the factors influencing the purchase intention of Indian consumers while purchasing from Instagram thrift fashion stores.

How Immersive Retailing Affects Consumers’ Urge to Buy: Impacts of Self-Imagery, Positive Emotion, and Self-Relevance

The rise of immersive retailing, which employs cutting-edge technology, such as virtual reality (VR), has accelerated empirical research on consumer behavior in these new retail contexts. This research examines how VR retail experiences cause consumers’ impulsive buying through two studies to add knowledge from multiple perspectives, including the dark side of this experience. Study 1 revealed that non-immersive VR fashion stores (i.e., using desktop computer system) can elaborate on consumers’ self-imagery processing, which results in pleasure and the urge to buy. In addition, processing varied according to the level of self-relevance to the VR store; higher self-relevance activates a more elaborate self-imagery. However, Study 2, which compared non-immersive and immersive VR system (i.e., using head-mounted display and controllers) for experiencing a virtual fashion store, showed that immersive VR media system can evoke a higher level of self-imagery process of urge to buy even when self-relevance is relatively low, owing to its technological ability to facilitate high telepresence. These findings suggest that the impact of the VR store experience can be expanded to include impulsive/compulsive purchases.

Pandemic Pivot: Unraveling the Digital Fashion Frontier on Shopee

During the COVID-19 pandemic, there has been a major shift in people's activities and behaviors, which are moving towards the digital world. This helps people in their daily lives, both as buyers and business people in various industries, including the fashion industry. The fashion industry itself is a sector of multinational companies that have a high-net-worth value, whose focus is mainly on designing, producing, and marketing clothes to the public. Online shopping digital platforms such as Shopee are one of the main choices for people in making shopping transactions today. The purpose of this study was to find out online consumer reviews, social media advertisement, and influencer endorsements can influence people's online purchase intention for fashion stores on the Shopee platform. The research used a non-probability sampling approach, specifically choosing the convenience sampling technique during the sample selection process. The number of samples used in the study was 130 respondents, and data collection was conducted by distributing questionnaires through Google Forms. The data analysis was conducted using the Structural Equation Modelling (SEM) program SmartPLS 4.0. The research shows that social media ads on Shopee in Jabodetabek significantly impact online purchase intentions. Influencer engagement also influences intentions positively, although not statistically significant. Online consumer reviews and purchase intention variables share similarities, both influenced by external factors. Businesses should tailor advertising strategies for optimal performance and leverage social media effectively to thrive in e-commerce.

The Impact of Covid-19 on the Change of Customer Buying Behaviour

Background: The retail sector is rapidly developing over the past years. Retailers are investing more efforts and resources to provide a seamless experience through multiple channels. These developments led to significant changes in customer behaviour. Customers buying activities and way of selecting the products and retailers faced different changes and developments. The online retailing sector is entitled to continuous development. The latest development was due to the Covid-19 global pandemic that came without any previous notice. The customer behaviour starts adopting the digital online channels in most of their needs and wants. The appearance of new customer behaviour patterns due to Covid-19 lead to the emergence of new customer behaviour. Purpose: This study is of an exploratory and constructive nature. It is concerned with deepening the knowledge about the change in customer buying behaviour brought by Covid-19 on the retailing sector. The aim of the study is to identify and test new behavioural patterns that would influence the Swedish millennials’ in selecting between online and offline stores for shopping and buying fashion products. Method: An abductive approach was followed in this paper. Mixed methods of both qualitative and quantitative were used to fulfil the purpose of this exploratory research. The research followed a sequential exploratory design of two data collection phases. The ii empirical data was conducted from focus groups sessions with a total number of interviewee, and relevant responses from a web-based survey. Conclusion: The study has revealed two significant findings and contributed to propose a conceptual model. The fruitful results of this study are: (1) there is a vast customers’ migration towards online stores. (2) there are new behavioural patterns related to Covid 19 that are influencing the customer buying behaviour. (3) A proposed conceptual model which is concerned with the factors influencing the customer buying behaviour in selecting between online and offline fashion stores.

The Impact of Digital Content Marketing on Customer Engagement in an Online Fashion Store

In the contemporary era of technological advancement characterized by the flourishing of online shopping and the fashion e-commerce industry, it is essential for fashion retail enterprises to possess a comprehensive understanding of the interrelationship between content marketing and customer engagement to achieve success. This study aims to examine the impact of content marketing strategies on customer engagement in online fashion stores in Malaysia, offering retailers effective content marketing strategies to engage with customers. Using the quantitative research method, a sample of 172 respondents from Generation Z in Kuala Lumpur, Malaysia, participated in an online survey via Google Forms. The Uses and Gratifications Theory was adopted in the study to gain a comprehensive understanding of the motivations and reasons that drive individuals’ engagement on online fashion stores. Pearson Correlation analysis and Multiple Linear Regression were used to determine the relationship between the independent and dependent variables and test the hypothesis’s validity. The study discovered that content informativeness, content interactivity, and content entertainment have a significant relationship with customer engagement on fashion websites. Specifically, content informativeness has the strongest positive relationship with customer engagement on fashion retail websites in Malaysia. The study’s results provide valuable insights for fashion online retailers in optimizing their website’s content marketing strategies to better engage with customers and ultimately increase sales based on content characteristics such as informative, interactive, and entertaining content. Therefore, they could gain competitive advantages by implementing website content optimization.

Analysis of the Effect of Store Image, Service Quality and Price on Customer Loyalty Jesica Fashion Store Medan

This research aims to describe the the Effect of Store Image, Service Quality and Price on Customer Loyalty at Jesica Fashion Store Medan. This research was conducted over 6 (six) months, strating from September 2023 to February 2024. The respondents of this research were constumers at jesica fashion, the number of samples applied in this study was 80 respondents. The instrument used is a questionnaire to collect data from store image variabels, service quality variabels, price variables and loyalty variabels. This research was conducted utilizing validity test, reliability test, descriptive analysis, normality test, multiple linear regression analysis, partial hypothesis test or t test and calculation of the coefficient of determination. The results showed that store image partially had no significant effect while service quality and price had a significant effect on customer loyalty at the jesica fashion store in Medan. And simultaneously store image, service quality and price have a significant effect on customer loyalty jesica fashion medan store. With the value of the coefficient of determination, which is 56.3% and the remaining 43.7% is influenced by other external variables not examined in this study, for example, product innovation, product quality and so on.

Service Quality at Selected Fashion Retail Stores in South Africa

This study aims to determine customers' expectations and perceptions of service quality in Selected Fashion Retail Stores (SFRS) in the Greater Durban Area, South Africa. The key objective is to gauge the service excellence in the chosen retail fashion stores in the area. The investigation is explanatory, and quantitative, and features a single cross-sectional measurement to evaluate the sway of service quality on client contentment. Through purposeful sampling, 400 participants were surveyed employing questionnaires to collect pertinent data. This inquiry indicates that fashion merchandise outlets can detect particular imperfections in their offering and work to rectify them. It seems that tangible factors such as Reliability, Responsiveness, Assurance, and Empathy are liable to be valid indicators of service character for customers. The research proposes that a SERVQUAL model is a beneficial tool for ascertaining service quality at SFRS in Durban as, based on the gap score analysis, customer approval of overall service quality is high and closely aligns with their expectations.

Visual and Verbal Presentations of Haptic Information in Online Fashion Stores and Consumers' Imagery Information Processing

Visual and Verbal Presentations of Haptic Information in Online Fashion Stores and Consumers' Imagery Information Processing

Relationships among happy songs, store brand image, and store brand awareness

In this study we investigated the relationship between happy songs and store brand equity. In particular, we emphasized two pivotal components of brand equity (store brand image and store brand awareness), and explored the underlying mediating mechanism of these relationships. A survey study was conducted in a fashion store, where 266 customers (127 men and 99 women) reported their perception of happy songs, store brand image, and store brand awareness. Structural equation modeling revealed a positive relationship between happy songs and store brand image, and this link was, in turn, positively related to store brand awareness. Thus, store brand image played a mediating role in the relationship between happy songs and store brand awareness. This study contributes to better understanding of the relationship between store music and store brand equity, providing practical insights for retailers to build brand equity by using music cues in their stores.

Media Sosial Sebagai Sarana Penunjang Pemasaran Serta Promosi pada UMKM Toko Busana

Technology tools in this day and age has a lot of positive effects or impacts to opportunities in making it easier for humans to find and provide various sources of information, one of which is included in this case is social media such as Facebook, Instagram. In this social media can do marketing products through various up-to-date online websites, in social media is a supporting tool for promoting goods and products in umkm to date. nowadays. The research conducted intends to find out that this social media is one of the supporting tools for marketing fashion store products. In managing and promoting fashion store products owned by Mrs. Jannah using social media applications, one of which is often used is faceboook and Instagram, besides that Mrs. Jannah often uses the Facebook application as the main means of promoting goods and products, because mothers or the surrounding environment use the application more often than other applications. use the application than other applications. This research using a qualitative research method with a descriptive approach, with this means that researchers have conducted interviews to conduct and analyze data that can be used by researchers to support research. analyze data that can be used by researchers in supporting effective, accurate and effective research , hat is effective, accurate and effective.

Web-Based Sales Information System in One of The Cash Shops Using the Business to Customer Method

Science and information technology's rapid and sophisticated progress motivates humans to generate novel solutions that facilitate easy and speedy information acquisition. Consumer behavior has experienced a substantial transformation in the present digital age. Many people opt for Internet purchasing due to the ease, accessibility, and flexibility it provides. The fashion industry is not immune to this phenomenon, as internet retailers are gaining popularity as a preferred method for buying clothing and accessories. Online retailers offer advantages such as convenient access to product catalogs, the ability to purchase at any time and from any location, and a broader selection of options. This offers a substantial opportunity for fashion retailers to access a larger pool of potential customers and enhance their market dominance. The sales process in a particular fashion store now depends on a traditional system involving direct transactions at the physical store and maintaining sales data through paper documents. This technique encounters multiple impediments that must be surmounted. A significant challenge is the limited accessibility to clients beyond the geographical confines of the physical business. In addition, using paper documents to manage sales data also needs to be improved in efficiency and accuracy. The method is laborious and prone to human errors. As inferred from the background description, the author's objective is to develop a web-based sales information system for a fashion retailer utilizing the business-to-customer approach. This system will streamline the sales process and aid in managing sales data, encompassing product data, customer data, and transactions. The system development will utilize the PHP programming language and the MySQL database, widely employed in online development. The research methodologies encompass literature review, observation, and interviews. The chosen approach for system development is Object-Oriented Software Engineering (OOSE), which utilizes Unified Modeling Language (UML) for system modeling. This includes using various diagrams such as use case, activity, sequence, and class diagrams. Hence, the sales information system is anticipated to offer a more efficient resolution for carrying out sales procedures and enhancing data administration promptly, safely, and precisely. Implementing this strategy will enable the fashion store to expand its consumer base, particularly among individuals located beyond the geographical reach of the actual store, thereby improving overall business performance.

Brand Image Linkage, Product Diversity and Store Atmosphere to Customer Loyalty in Fashion Shops in Bali

Loyalty is created based on the experience of consumers buying and consuming products, the factors that influence the emergence of customer loyalty so that they can carry out the right strategy for the survival of the company. brand image, product variety, and store atmosphere. The purpose of this study was to analyze the effect of brand image, product variety, and store atmosphere on customer loyalty. The population of this study are consumers who come to shop at least 2 times. The sampling technique is purposive sampling, this method uses the census method with a total of 102 fashion shop owners. Samples in this study were 102 respondents, with multiple linear regression analysis. Results of this study brand image has a significant positive effect on customer loyalty, product variety has a significant positive effect on customer loyalty, store atmosphere has a significant positive effect on customer loyalty in fashion stores in Bali.

Parameters of Online and Offline Shopping Experience of Gen Z Customers with Reference to Fashion Industry in India

Sellers are attempting to resurrect offline businesses by implementing retail technologies in response to the decline of physical fashion stores. The need for this study was to ascertain how perceived risk and quality were impacted by aspects of the off the internet mobile connected smart selling familiarity in terms of fulfilment. A study including 345 female customers in their 20s and 30s was carried out using an online poll. The analysis, which employed a structural equation model, made sure that perceived advantage, perceived enjoyment, and interactivity affected quality among the five smart retailing experience-related factors, and that perceived advantage and connectivity significantly affected seeming risk. However, perceived personalisation or control had no effect on perceived threat or quality. Perceived risk had no effect on mobile satisfaction, whereas perceived quality had a significant impact on offline, overall, and mobile fulfilment. This study affirmed that smart retailing experiences' perceived benefits and interactivity are crucial for raising customer happiness.

가상현실(VR) 패션스토어 체험만족과 사용의도 예측

Background/Objectives: This study was to predict experience satisfaction and use intention in the context of shopping at the virtual reality (VR) fashion store. Specific objectives were to compare regression models on the predictors of experience satisfaction and use intention between different types of VR devices, such as Head Mounted Display (HMD) vs. Personal Computer (PC).
 Methods: The VR store of fashion brand X was selected as a stimulus for experimental design with immers ive (HMD) and non-immersive (PC) types. A self-administered questionnaire was developed to measure technological attributes, mental imagery, choice heuristics, experience satisfaction, and use intentions. Two groups of participants were separately experienced the VR store with HMD and PC. A total of 262 usable data were obtained from consumers who were aged from 20s. For data analysis, exploratory factor analysis, t-test, and regression analysis were used via SPSS program.
 Results: The control and vividness were significant predictors of experience satisfaction in the immer sive type, while technological attributes and mental imagery were significant predictors in the non- immersive type. Also, there were differences on the predictors of use intentions between two types. The non-immersive type had a higher prediction power than did the immersive type.
 Conclusion/Implications: This study discussed managerial implications for the strategic VR store management in the fashion retail context.

Changes In Retail Consumer Shopping Behavior After The End Of Covid 19 In Indonesia: Towards Digital Transformation Behavior

This study aims to determine the changes in online shopping behavior of retail consumers after the end of covid 19 in Indonesia and the possibility of online shopping sustainability in the future towards digital transformation. Changes in consumer behavior occur due to the application of social distancing, including changes in the selection of retail product purchase locations and changes in transaction models to obtain the required retail products. The change of buying and selling locations and payment models from offline to online is inevitable. Therefore, Indonesian people are now increasingly accustomed to making purchases of various purposes online. Now, more and more people are making purchases online, so the impact on online stores is beginning to be seen with the increase in transaction activity. Research methods using previous research literature. The type of retail in this study is limited to the category of independent traditional retail stores such as food stalls, mini supermarkets, grocery stores and fashion stores as well as online shopping services that are still valid until the time of this study. Suggestions for consumers and businesses to continue to adjust online shopping behavior with the Times and technological sophistication towards digital transformation. In the future, online shopping is still needed because of the practical way with digital transformation service facilities that match consumer demands.