Purchasing Fashion Products Research Articles

The Effect of Price Perceptions and Purchase Intention on Purchase Decisions of Fashion Products Through the Marketplace Shopee in Students of Walisongo State Islamic University

Fashion needs are still a product that is favored by all groups, especially students. In this digital era, Shopee is one of the marketplaces that provides various types of fashion products and encourages people to tend to make purchasing decisions online. Purchasing decisions from consumers on a marketplace are influenced by many factors, ranging from price perceptions by consumers, purchase interest, brand ambassadors, advertisements, marketplace appearance, service quality, and many more. This study aims to measure the effect of price perception and purchase interest on purchasing decisions for fashion products through the Shopee marketplace for students of Walisongo State Islamic University Semarang. This research was conducted using linear regression data analysis techniques and using a quantitative approach through purposive sampling techniques with a sample of 100 respondents. Based on the results of the analysis, it can be stated that price perception and purchase intention simultaneously influence the decision to purchase fashion products with an F-count value of 49.757 with sig <0.001. The results of this study indicate that price perceptions and purchase intention have a partially significant positive effect on purchasing decisions for fashion products through the Shopee marketplace for UIN Walisongo Semarang students, so it can be concluded that the effect of variables X1 and X2 on Y is positive so it is very likely that price perceptions and purchase intention will simultaneously influence purchasing decisions.

Can Product Quality Improve Purchase Decisions in E-Commerce and Social Media through Customer Loyalty and Trust?

The increase in online sales transactions has continued to increase due to several factors, such as the improvement of Internet quality, the growth of start-ups in Indonesia, and the COVID-19 pandemic’s effects, which have restricted customers from making purchases offline. The research aimed to identify different types of direct and indirect influences that caused customers to make purchase decisions for fashion products and determine more dominant group (women or men) on e-commerce platforms and social media. The research applied a quantitative method. The research respondents were 244 customers who bought fashion products in e-commerce and social media. The analytical tools were Structural Equation Modelling (SEM) with SmartPLS 4.0, convergence and discrimination invalidity for the validity test, composite reliability for the reliability test, and structural model evaluation (inner model). The findings indicate that all aspects of product quality, trust, and customer loyalty have a huge impact on buying fashion products in e-commerce and social media. Moreover, in the indirect effect, product quality affects customer loyalty through trust. Similarly, product quality impacts purchase choices through customer loyalty. Trust also affects purchase choices through customer loyalty. Then, product quality affects purchase decisions through trust. Last, product quality has an impact on purchase decisions through customer loyalty and trust. Additionally, the results of PLS-MGA show that women are more dominant in buying fashion products on e-commerce and social media than men.

The Effect of Advertising on social media on Fashion Product Purchase Decision

Technology makes the fashion industry grow very rapidly and nowadays fashion has become a lifestyle for people to show social status. The many local and international brands that exist, trigger the desire to use fashion products. As if you don't want to be left behind with existing trends. In this modern era, social media is very helpful in everyday life, especially for producers and consumers. Social media has become a gathering place for various communities. In this modern era, product purchase decisions are strongly influenced by social media such as Facebook, Twitter, YouTube, Pinterest, WhatsApp, Instagram and TikTok. This study aims to determine the effect of advertising on social media on purchasing decisions for fashion products. This research uses a combination of quantitative and qualitative methods. Children's questionnaires were distributed to 100 people. Questionnaires will be distributed to students as case studies. The results showed that advertising in social media had an effect on purchasing decisions for fashion products. Humans are greatly facilitated by the existence of technology. Various media with different and complete features are very helpful for those of us who want to promote a business. The development of the fashion industry is very fast, supported by the development of existing technology, social media has evolved into an efficient and practical platform in marketing. This study concludes that advertising on social media is very influential, especially in the form of visuals in the form of promos and other information about the products being sold. This research is expected to help get more potential consumers by utilizing social media.

The Interaction of Display Advertisement and E-Wom on Omnichannel Purchase Intention Using Sem: an Age Moderation Effect

Purpose: This study looks at how display advertisements affect customers' Omni-buy intentions and the impact of e-WOM in determining if this influence is reflected in their purchase intentions. Theoretical framework: Consumers' daily lives have grown more reliant on display advertising. Consumers depend on the Internet as a source of readily accessible information regarding advertising and businesses. Consequently, a customer becomes linked and an omnichannel shopper, intending to purchase products both online and offline. Electronic word of mouth (e-WOM) has also emerged as a powerful force that must be understood in the context of the omnichannel buyer. Design/methodology/approach: A survey was performed to confirm the study's assumptions. Consumers who purchase fashion products omnichannel were polled for information. A questionnaire of 28 questions was developed for the study. The questionnaire includes questions about the respondent's age, gender, and educational level. Findings: The results of the study show that there is a link between display advertising, e-WOM, and Omni-Online Purchase Intention. Several suggestions are produced to assist managers in navigating their brand's online presence in a manner that fits their customers' Omni-purchase intention. Research, Practical & Social Implication: Through this investigation, the prevalence of many display ads on consumer purchase intention on the omnichannel market is determined, which contributes to the literature on advertising efficiency. Originality/value: This study would most likely propose a method for market communication to determine how different types of display advertisements influence consumer purchase intentions, allowing firms to better manage the customer experience.

Determinan Perilaku Konsumen dalam Pembelian Produk Fashion pada Marketplace

The development of internet technology makes it easier for people to shop. Consumers no longer come to the market or shops to shop, but simply by using a device (gadget), they can shop by visiting various websites, called online shopping. In general, the phenomenon that occurs in a society where consumers buy fashion products in the marketplace with irrational. Some of them buy because of discounts/promos, attractive advertisements, like the brand, etc. Those make them behave irrationally in making decisions, namely buying products even though they don't need the item. This phenomenon also occurs in higher education, such as at Semarang State University. This research analyzed the influence of Education Level and Personality Factors on Consumer Behavior in Purchasing Fashion Products in the Marketplace. It also investigated the income level in strengthening the relationship between education level and personality factors on consumer behavior in purchasing fashion products in the marketplace. The research design used a quantitative approach. The population and sample are 100 academic staff at Semarang State University who have purchased fashion products in the marketplace. Data analysis used descriptive and inferential analysis with interaction test moderation regression analysis. The results indicate that the level of education and personality factors positively and significantly affect consumer behavior in purchasing fashion products in the marketplace. Besides, income level can strengthen the relationship between education level and personality factors on consumer behavior in purchasing fashion products in the marketplace.

CHANGES OF FASHION CONSUMERS PURCHASING BEHAVIOR BEFORE AND DURING COVID-19 PANDEMIC: EVIDENCE FROM SERBIA

Fashion consumers purchasing behavior before and during COVID-19 pandemic are the subject of this paper. The empirical part deals with an analysis of the frequency of purchasing fashion products in Serbia in relation to the level of monthly income, the method of ordering, the method of payment, the items of the order and the impact of influencers on the purchase of fashion products, both in the period before and during the pandemic. The behavior of generations Z, Y, X and Baby Boomers was considered as the behavior of consumers of fashion products. The aim of the research is to examine if there is a difference, and what is the extent of the difference, in the behavior of the consumers who have purchased fashion products before and during the pandemic. Online research was carried out using a random sample of 1,002 respondents (both genders, aged 18-72) in Serbia, during the pandemic. The research results show that during the pandemic the percentage of consumers who frequently purchased fashion products have decreased to a large extent compared to the period before COVID-19. During the pandemic, the purchase of fashion products (clothing, footwear and accessories) in physical stores and through domestic websites in Serbia have decreased, along with a decrease in the portion of monthly income set aside for the purchase of fashion products. On the other hand, the purchase of fashion products through foreign websites and social networks have increased, which was accompanied by an increase in online payment methods. The results also show that influencers have made no impact on the change in frequency of ordering fashion products. Generation Z have most frequently purchased clothing items and through social networks, while Generation Y have most frequently ordered fashion products through foreign websites during the pandemic.

The Influence Of Group Conformity, Consumer Attitude And Lifestyle On The Purchase Decision Counterfeit Fashion Products

This study was conducted to determine the effect of attitude, lifestyle and group conformity to the decision buying fashion products imitation. The hypothesis in this study is whether there is a significant influence of the dimensions of attitude (cognitif, affective, conative), dimensions of lifestyle (activity, interest, opini) and dimensions of group conformity (normative influence and informational influence) to the decision buying fashion products imitation. The population in this study were 887 men and women with classification age (18-25) years old and 350 samples were taken using a non-probability sampling techniques called convenience sampling. To measure, researchers adapted from Tricomponent Attitude Model Scale, AIO methods, and Peer Conformity Inventory (PCI). CFA (Confirmatory Factor Analysis) is used to test the validity of measuring instruments and Logistic Regression Analysis was used to test the research hypoteses. All testing technique performed using SPSS software 16.0 and LISREL 8.70. The result showed that there was a significant effect of attitude, lifestyle and group conformity on purchase decisions fashion products imitation. Minor hypothesis test results showed that the interest and informational influencem have a significant influence on the decision to buy fashion products imitation. Meanwhile, cognitif, affective, conative, activity, opini and normative influence didn’t have a significant influence on the decision buying fashion products imitation. The results also showed the proportion of the variance of the decision of buying a fashion products imitation described by all the independent variables was 18.7%, while 81.3% is influenced by other variables outside of this research. Researcher hope implication of this research will be more examined by adding some independent variabel. Example, demografic factors.

가상현실(VR) 패션 스토어 환경에서의 소비자 휴리스틱 정보처리과정의 구조모델

Background/Objectives: This study aims to estimate the structural model of consumer heuristic information processing in the context of virtual reality(VR) fashion store. Specific objectives are to identify underlying dimensions of mental imagery, to examine the effect of mental imagery on telepresence, and to predict consumer choice heuristic for purchasing fashion products in the VR store environment
 Methods: The VR store of fashion brand X was selected as a stimulus in the VR experiment. A self-administered questionnaire was developed to measure mental imagery, telepresence and choice heuristics. By online survey, a total of 319 usable responses was obtained from consumers (female=169, males=150) who were aged from 20 to 39 years old.
 Results: The mental imagery was consisted of three factors, such as elaboration, haptic imagery, and spatial imagery. Estimated structural model showed that the elaboration and spatial imagery had positive effects on telepresence. Also, the telepresence influenced choice heuristics(e.g., intuition based heuristic and experience based heuristic), suggesting the mediating effect of telepresence between mental imagery and choice heuristics for fashion products at the VR store.
 Conclusion/Implications: This study provides insights into understanding mechanism of information processing in the VR experience. Also, managerial implications were discussed for applications of VR technology into strategic retail management in the fashion markets.

Dampak Green Campaign pada Media Sosial Terhadap Purchase Intention Slow Fashion Product dengan Environmental Attitude sebagai Variabel Mediasi

According to a survey by the Ministry of Industry, in 2019, the export growth of the apparel textile industry in Indonesia increased significantly to 56% of creative economy exports. Fast-fashion products encourage consumers to dress continuously, following trends at low cost. The fact is that fast-fashion products harm both social and environmental aspects. However, slow-fashion products have a longer product life cycle, better quality, and relatively higher prices and require full awareness from fashion businesses and consumers to slow down the production and consumption cycles of fashion products. Slow-fashion businesses carry out campaigns through Instagram, hoping that consumers will become aware of environmental conditions, adopt green behaviour and change attitudes toward consuming slow-fashion products to preserve the environment. This research is expected to provide information to slow-fashion businesses regarding purchase intention and environmental attitudes from green campaigns through Instagram to support environment-based business activities, especially slow-fashion products from Indonesia. The quantitative research method is obtained from a Likert scale questionnaire survey and analyzed using Structural Equation Modeling. Using the convenience sampling method, 128 respondents found that green campaigns and environmental attitudes positively and significantly affect the purchase intention of slow-fashion products. Furthermore, environmental attitude is mediating variable between green campaigns and slow fashion product purchase intention

Short Video Endorse , Program Afiliasi Melalui Trust dan Keputusan Pembelian Produk Fashion pada Platform Tiktok di Indonesia

This study aims to determine the effect of short video endorsements and affiliate programs through trust on purchasing decisions for fashion products on the Tiktok platform in Indonesia. The Tiktok platform provides many features such as videos, songs, stickers, live and others so that users can compete with models and styles, from artists to ordinary people who want to share their creativity. The busy Tiktok social media is currently used by business people in marketing their products through Tiktok content. This type of research is a quantitative research with path analysis method. The sample in this study was 132 people who had purchased fashion products on Tiktok. The results of this study indicate that short video endorsements have a significant effect on trust and purchase decisions. Affiliate program has a significant effect on trust and purchasing decisions. However, the trust variable as an intervening agent is not strong enough to mediate the short video endorse and affiliate program variables on purchasing decisions

Perilaku Konsumtif Mahasiswa Berbelanja di E-Commerce Shopee pada Masa Pandemi Dalam Perspektif Gender:

This study aims to describe the consumer behavior of online shopping students from a gender perspective during the pandemic. This study uses a qualitative approach, which focuses more on the description and description of a phenomenon that occurs. The method of taking research subjects using purposive sampling, while the data collection techniques are interviews and documentation. The results obtained from this study indicate that female and male consumers perceive the convenience and efficiency obtained when shopping through e-commerce which actually encourages them to have consumptive behavior in the midst of a pandemic. Their perspective is through shopping activities in the midst of a pandemic, such as women spending more time doing online shopping activities than men. Women like to open online shopping applications without the purpose of buying but only looking at the various promos and items available in them. In addition to promos, more affordable prices and practicality are one of the reasons women do shopping activities in e-commerce. For the sake of maintaining self appearance and getting pleasure with the types of items that are most often purchased are fashion, skincare and bodycare. It is different from men who think that opening an e-commerce like shopee has a purpose, namely to buy goods that have been planned. Men are also more likely to buy fashion products in the midst of a pandemic. Various models, trends and practicality are one of the reasons men make purchases in e-commerce. Items that are often purchased by women and men, especially students of the Islamic Economics Study Program, UIN North Sumatra, are not items that are actually needed in the midst of a pandemic. Their perspective regarding shopping through e-commerce actually plunges students into consumptive behavior where purchases are made without consideration or irrationality.
 Keywords: online Shopping, Consumptive Behaviour, Gender

Impulsive Buying of Fashion Goods on Digital Marketplace among Z-Generation in Batam City: a Multi Method Analysis Approach

This study aims to determine factors such as ideal self-congruence, fashion consciousness, positive emotion, materialism, product attributes, online platform quality, and online sales promotion that affect impulsive buying behavior among Z-Generation in Batam. This study uses quantitative and qualitative method. Sampling method used is convenience sampling for quantitative and disproportionate stratified sampling for qualitative data. A total of 400 questionnaire respondents and 20 interviews which target specifically had an experience of buying fashion products through online platforms, generation Z, and live in Batam. Data analysis using regression analysis by SPSS Statistics 26. The result shows that fashion consciousness, materialism, product attributes, and online sales promotion have a significant effect on impulsive buying. This study provides a different demography compared to previous research, as people from different ages, places, and culture may behave in a different way considering their lifestyle. These can provide insight into what should attract impulsive buying behavior towards Z-Generation consumers in Batam.

Relationship between Promotion Mix and Brand Awareness (Case Study: Dizayn)

Indonesia is one of the most developed countries in Southeast Asia, there are many designers from Indonesia who have achieved success at the international level. The Indonesian fashion industry currently contributes 20% to the creative economy sector. In this case, the government also contributes to developing the country’s fashion industry in various ways by making policies, providing capital support, and carrying out digital transformation. The development of fashion today is quite rapid, various styles of clothing can change quickly. In addition, the use of technology can be said to be inseparable from human life today. Based on data, technology users in Indonesia continue to grow and are expected to continue to increase until 2025. Various kinds of special brands in Indonesia have sprung up to compete with their respective characteristics. Now there are many consumers who buy clothes with various brand choices online, whether in the marketplace or on social media. Marketplace income in terms of clothing is also experiencing a positive impact from sales of fashion products and in 2020, even during a pandemic, people prefer to buy fashion products over other products. Even in Bandung itself, fashion is a sector that contributes to PAD (Pendapatan Asli Daerah). Bandung is also often used as a benchmark for Indonesian fashion, known as Paris Van Java, which on the other hand also attracts tourists to come to Bandung. One brand that utilizes social media and marketplaces to market and sell its products is Dizayn, which was founded in 2018 in Bandung. In running its business, Dizayn experiences problems in terms of brand awareness from the market, this needs to be studied to increase Dizayn’s brand awareness to compete with existing competitors. This study aims to analyze Dizayn’s current condition, propose the right promotion mix for Dizayn and propose an implementation plan for the promotional mix solution that has been made. The promotion mix has 5 (five) variables there are of advertising, sales promotion, personal selling, public relations, and direct marketing. The hypotheses of this study are as follows: H1 advertising has a positive relationship with brand awareness, H2 sales promotion has a positive relationship with brand awareness, H3 personal selling has a positive relationship with brand awareness, H4 public relations has a positive relationship with brand awareness, H5 direct marketing has a positive relationship with brand awareness. This study uses multiple linear regression analysis to see the relationship between the independent variable, namely the promotion mix, and the dependent variable, namely brand awareness. The results shows that advertising, sales promotion, personal selling, and direct marketing have a positive relationship with brand awareness, which means that H1, H2, H3 and H5 are acceptable. The promotion mix that has a positive relationship, direct advertising and marketing has the highest significant value, namely 0.000, where this value is less than 0.05. Meanwhile, public relations have a negative relationship, which means that H4 is rejected or unacceptable, which has a significance value of 0.420. The contribution of this research to science is so that in the future this research can be a reference or reference to see the relationship between promotion mix and brand awareness in different industries and larger companies. So that future research continues to develop according to the times. In addition, the results of this research are also expected to be applied by Dizayn so that he can compete fairly in the fashion industry which in the future can increase the contribution of the fashion industry to the creative economy sector and do not rule out the possibility of adding jobs.

Role of Product Quality and Store Atmosphere on Purchase Decision of Clothing Product Vintage Vibes

The objectives of this study is to examine role of product quality and store atmosphere on purchase decision of clothing product of Vintage Vibes. This research uses quantitative research. This study aims to analyze the influence of product quality and store atmosphere on purchasing decisions at Vintage Vibes. In this study, there are two kinds of variables, namely the independent variable and the dependent variable. The independent variables in this study are product quality and the atmosphere in the store, while the dependent variable is purchasing decisions. The unit of analysis in this study is "vintage vibes," with the criteria being namely those who have purchased fashion products at Vintage Vibes. The result of this study show that product quality has a positive effect on purchase decisions. Store atmosphere has an influence on purchase decision. Product quality and store atmosphere have a joint effect on purchase decision.

The Determinants of the Decision Making Process for Purchasing Fashion Products in the E-Commerce Industry in Light of Research

The Determinants of the Decision Making Process for Purchasing Fashion Products in the E-Commerce Industry in Light of Research

Customer Satisfaction and Millennial Purchase Intention on Fashion Products with Marketing 4.0

Research was conducted to determine the factors that influence purchase intention and customer satisfaction on fashion products with the 4.0 marketing model. The population was drawn from 25-40 years old (millennial generation) who purchased fashion products in the marketplace. This study used convenience sampling technique for sampling and obtained a sample of 150 respondents. Validity testing using the Confirmatory Factor Analysis (CFA) method, reliability testing using the Cronbach’s Alpha method and hypothesis testing using the regression analysis method with SPSS 22 software. The results show that brand image, brand interaction and social media review significantly influences customer satisfaction, while brand identity and brand integration have no effect on customer satisfaction. Brand integrity and brand interaction significantly influences on purchase intention, while brand identity and brand image have no effect on purchase intention. Based on the results obtained, several components of marketing 4.0 can be used as a reference to increase sales, especially in fashion brands.

Consumer Awareness and Switching Behavior Factors in Contact-Free Shopping : Focusing on Means-End Chain Theory and Laddering Technique

This study aimed to identify changes in fashion consumer awareness of contact shopping and contact-free shopping in line with the current environment, such as COVID-19 and the spread of digital living, and to derive their characteristics and end-value. To this end, specific factors that directly affect the switching intention of consumers when shopping during the COVID-19 pandemic were extracted. This study was conducted using the means-end chain theory and the laddering technique of qualitative research methods. It targeted 50 consumers aged between 20s–60s who have had experience in purchasing fashion products through contact-free shopping. The results showed that anxiety, discomfort, and unnecessariness were negative effects of contact shopping, and the positive effects of contact-free shopping were convenience, experience satisfaction, usability, and its economical nature. Finally, as the mooring factors for switching intention, the preference for familiarity, unnecessariness, and the pursuit of diversity were derived. This can be a key factor in providing a direction for a contact-free society that becomes the new normal. Therefore, this study sought a method to activate contact-free fashion stores and expects it to be utilized in a marketing method for potential customers in the post-COVID-19 era.

The Influence of Product Quality, Product Price, Trust and Digital Marketing on Online Fashion Product Purchase Decisions

This study aims to determine the effect of product quality, product price, trust, and digital marketing on online purchasing decisions for fashion products at the Qiyara boutique in Sidoarjo. In this study, this study used quantitative research with hypothesis testing. The sample used in this study was 100 respondents from the Qiyara boutique, using a non-probability sampling technique with the type of accidental sampling technique. In this study, an analytical tool is used, namely the path analysis technique with the help of the SmartPLS software version 3.0 windows. In this study, primary data were obtained from questionnaires which were measured using a Likert scale which was then tested for validity and reliability. The results of this study prove that (1) the product quality variable is positively related, but not significant to online purchasing decisions. (2) product price variable has a positive but not significant relationship with online purchasing decisions. (3) the trust variable has a positive and significant relationship with online purchasing decisions. (4) digital marketing variables are positively and significantly related to online purchasing decisions.

The Role Of Social Media Marketing Activities In Increasing Brand Loyalty

The purpose of this study was to analyze the positive influence of social media marketing activities on brand loyalty both directly and through the mediating role of community engagement and brand engagement. The sample taken is with the criteria of individuals who have purchased fashion products on social media in the last 1 year. This study uses primary data obtained through questionnaires distributed to 211 respondents. Data were analyzed using the Structural Equation Model (SEM). The results of this study indicate that social media marketing activities do not have a direct (positive) influence on brand loyalty, but social media marketing activities have a positive influence on brand loyalty through the mediating role of community involvement and brand involvement.

The Role of Hedonic Consumption Tendency and Positive Emotion in Mediating the Influence of Fashion Involvement on Impulsive Buying

Fashion products are one of the most popular types of products and are often purchased by people in general especially in Indonesia. Many individuals are willing to spend a lot of time just to improve the appearance in order to be able to follow the fashion trends that occur at certain time. This thing that becomes the reason why many consumers often make un- planned purchase of fashion products or in other words do impulsive buy- ing. This research is done to find out the contribution of fashion involve- ment, hedonic consumption tendency, and positive emotion on impulsive buying, then the contribution of fashion involvement on hedonic consump- tion tendency and positive emotion, and the effect of hedonic consump- tion tendency and positive emotion in mediating the influence of fashion involvement on impulsive buying. Data collection in this research is done by distributing 120 questionnaire method using Google form to the cus- tomers who have ever purchased fashion products at Beachwalk Bali mall. In this research, sampling is done with purposive sampling method. The questionnaires that are feasible to be analyzed are 97 questionnaires. The results of this research indicate that (1) fashion involvement, hedonic con- sumption tendency, and positive emotion affect positive and significant on impulsive buying, (2) fashion involvement affects positive and significant on hedonic consumption tendency and positive emotion, and (3) hedonic consumption tendency. and positive emotion partially mediate the relation between fashion involvement on impulsive buying.
 Keywords: fashion; fashion involvement; hedonic consumption tendency; positive emotion; impulsive buying