Influencing the Purchase Decisions on Luxury Fashion Brand
Social and Personal Value as the Influencers
DOI:
https://doi.org/10.32832/jm-uika.v15i2.15869Keywords:
fashion industry, luxury brand, personal value, purchase decisions, social valueAbstract
The fashion industry is one of the world’s largest industries and holds an important part in consumer culture nowadays. This re- search objective is to find the impact of social value and personal value on purchase decisions on luxury fashion brand products. This research is based on Indonesian respondents who have purchased fashion luxury brand products at least once. The total respondent of this research is 203 respondents, which was gathered using online questionnaire. The data was processed using PLS-SEM analysis method to predict the relationship between variables. The finding of this research is product quality in personal value doesn’t affect customer purchase decisions towards luxury fashion brand products, while social value, perceived price, and brand image affect the customer purchase decisions.
References
Aaker, D. (1991). Managing Brand Equity; Capitalizing on the Value of Brand Name. Free Press, New York.
Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347–356. https://doi.org/10.2307/3151897
Alhaddad, A. (2015). Perceived Quality, Brand Image and Brand Trust as Determinants of Brand Loyalty. Journal of Research in Business and Management. 3. 1-8.
Ali, H., Zainal, V. R., & Ilhamalimy, R. R. (2020). Determination of Purchase Decisions and Customer Satisfaction: Analysis of Brand Image and Service Quality (Review Literature Of Marketing Management). Dinasti International Journal of Digital Business Management, 2(1). https://doi.org/10.31933/dijdbm.v2i1
Amatulli, C., De Angelis, M., Pino, G., & Guido, G. (2020). An Investigation of Unsustainable Luxury: How Guilt Drives Negative Word-of-Mouth. International Journal of Research in Marketing, 37(4). https://doi.org/10.1016/j.ijresmar.2020.03.005
Attiq, S & Azam, R. (2012). How Individual Social Values Stimulate Consumer Purchase Decision Involvement and Compulsive Buying Behavior: A Path-By-Path Multigroups Analysis. Actual Problems of Economics. 133. 300 - 308.
Bei, L.T. and Chiao, Y.C. (2001), “An Integrated Model For The Effects of Perceived Product, Perceived Service Quality, and Perceived Price Fairness on Consumer Satisfaction and Loyalty”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 14, pp. 125-140.
Cabigiosu, A. (2020). Digitalization in the Luxury Fashion Industry. In Palgrave Advances in Luxury. Springer International Publishing. https://doi.org/10.1007/978-3- 030-48810-9
Candra, M., & Abadi, F. (2018). The Influence of Value Perceptions on Purchase Intention Towards Luxury Fashion Products in Jakarta. Jurnal Bina Manajemen, 6(2), 157–176.
Chattalas, M., & Shukla, P. (2015). Impact of Value Perceptions on Luxury Purchase Intentions: A Developed Market Comparison. Luxury Research Journal, 1(1), 40. https://doi.org/10.1504/lrj.2015.069806
Chomeya, R. (2010). Quality of Psychology Test Between Likert Scale 5 and 6 Points. Journal of Social Sciences. 6.
Cretu, A. E., & Brodie, R. J. (2007). The Influence of Brand Image and Company Reputation Where Manufacturers Market To Small Firms: A Customer Value
| Sebastian, Gunadi Jurnal Manajemen (Edisi Elektronik) Perspective. Industrial Marketing Management, 36(2), 230–240.
https://doi.org/10.1016/j.indmarman.2005.08.013
Ellen MacArthur Foundation. (2019). Fashion and The Circular Economy. Ellenmacarthurfoundation.org. https://www.ellenmacarthurfoundation.org/explore/fashion-and-the-circular-economy
Fajariah, N., Thoyib, A., & Rahman, F. (2016). Pengaruh Brand Awareness, Perceived Quality, dan Brand Image terhadap Brand Loyalty pada Generasi Y di Indonesia. Jurnal Aplikasi Manajemen, 14(3), 471–480. https://doi.org/10.18202/jam23026332.14.3.08
Feick, L. F., & Price, L. L. (1987). The Market Maven: A Diffuser of Marketplace Information. Journal of Marketing, 51(1), 83. https://doi.org/10.2307/1251146
Giovannini, S., Xu, Y. and Thomas, J. (2015), “Luxury Fashion Consumption and Generation Y Consumers: Self, Brand Consciousness, and Consumption Motivations”, Journal of Fashion Marketing and Management, Vol. 19 No. 1, pp. 22-40.
Gorsuch, R. L. (1983). Factor Analysis (2nd Ed.). Hillsdale, NJ: Lawrence Erlbaum.
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions. Journal of Retailing, 74(3), 331–352. https://doi.org/10.1016/s0022-4359(99)80099-2
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). An Introduction To Structural Equation Modeling. Classroom Companion: Business, 1–29. https://doi.org/10.1007/978-3-030-80519-7_1
Haitao, N. (2022). Analysis of Price Perception, Purchase Interest and Marketing Performance on Purchase Decisions. Dinasti International Journal Of Digital Business Management, 3(4), 693–702. https://doi.org/10.31933/dijdbm.v3i4
Han, H., & Hyun, S. S. (2015). Customer Retention in The Medical Tourism Industry: Impact of Quality, Satisfaction, Trust, and Price Reasonableness. Tourism Management, 46, 20–29. https://doi.org/10.1016/j.tourman.2014.06.003
Hatcher, L. (1994). A Step-By-Step Approach To Using The Sas® System for Factor Analysis and Structural Equation Modeling. Cary, NC: SAS Institute
Hermiyenti, S., & Wardi, Y. (2019). A Literature Review on The Influence of Promotion, Price and Brand Image to Purchase Decision. Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018). https://doi.org/10.2991/piceeba2-18.2019.34
Volume X, Issue X Influencing the Purchase Decisions on Luxury Fashion Brand... | 19
Hyman, J. (2016, March 25). The Netflix of Fashion: Rent the Runway Streams Wardrobes. Www.bloomberg.com. https://www.bloomberg.com/news/videos/2016- 03-24/the-netflix-of-fashion-stream-a-wardrobe-with-rent-the-runway
Ikram, M. (2022). Transition toward Green Economy: Technological Innovation’s Role in the Fashion Industry. Current Opinion in Green and Sustainable Chemistry, 37(1), 100657. https://doi.org/10.1016/j.cogsc.2022.100657
Iskuntianti, N. D., Faisal, M. A., Naimah, J., & Sanjaya, V. F. (2020). The Influence Of Brand Image, Lifestyle, And Product Quality on Purchasing Decisions. Journal of Business Management Review, 1(6), 436–448. https://doi.org/10.47153/jbmr16.752020
Jiang, L., & Shan, J. (2018). Heterogeneity of Luxury Value Perception: A Generational Comparison in China. International Marketing Review, 35(3), 458–474. https://doi.org/10.1108/imr-12-2015-0271
Kahle, L.R. and Xie, G. (2008), “Social Values in Consumer Psychology”, In Haugtvedt, C.P., Herr, P.M. and Kardes, F. R. (Eds.), Handbook of Consumer Psychology, pp.575-585), New York, NY: Lawrence Erlbaum Associates
Kauppinen-Räisänen, H., Gummerus, J., von Koskull, C., Finne, Å., Helkkula, A., Kowalkowski, C., & Rindell, A. (2014). Am I Worth It? Gifting Myself With Luxury. Journal of Fashion Marketing and Management: An International Journal, 18(2), 112– 132. https://doi.org/10.1108/jfmm-04-2013-0062
Kaushal and Kumar (2019) Factors Affecting the Purchase Intension of Smartphone: A Study of Young Consumers in The City of Lucknow, “Pacific Business Review International”, 8(12): 1-16.
Keller, K. (1993) ‘Conceptualizing, Measuring, and Managing Customer-Based Brand Equity’, Journal of Marketing, Vol. 57, No. 1, pp.1–22.
Kim, H.-W., Xu, Y., & Gupta, S. (2012). Which Is More Important in Internet Shopping, Perceived Price or Trust? Electronic Commerce Research and Applications, 11(3), 241– 252. https://doi.org/10.1016/j.elerap.2011.06.003
Kim, J., Kim, J.-E., & Johnson, K. K. P. (2010). The Customer-Salesperson Relationship and Sales Effectiveness in Luxury Fashion Stores: The Role of Self Monitoring. Journal of Global Fashion Marketing, 1(4), 230–239. https://doi.org/10.1080/20932685.2010.10593074
Kotler, P., & Armstrong, G. (2014). Principles of marketing (15th ed.). Pearson.
Kotler, P., & Keller, K. L. (2009). Marketing Management (13th ed.). Pearson Prentice
Hall.
Lamb, C.W., Hair, J.F., & McDaniel, C. (2010). Marketing 4. Cengage Learning, p.91
| Sebastian, Gunadi Jurnal Manajemen (Edisi Elektronik)
Lestari, S., Sabur, A., & Maulidiah, L. A. (2022). Online Purchase Decision: Do Price Perception, Product Knowledge, and Ease of Shopping Affect Consumption? Ekuitas: Jurnal Pendidikan Ekonomi, 10(1), 169–175.
Lichtenstein, D. R., Bloch, P. H., & Black, W. C. (1988). Correlates of Price Acceptability. Journal of Consumer Research, 15(2), 243. https://doi.org/10.1086/209161
Lim, M.W., Ting, D.H., Khoo, P.T. and Wong, W.Y. (2012) Understanding Consumer Values and Socialization—A Case of Luxury Products. Management and Marketing Challenges for the Knowledge Society, 7, 209-220.
Lin, S.-Y. (2013). The Influence of Relational Selling Behavior on Relationship Quality: The Moderating Effect of Perceived Price and Customers’ Relationship Proneness. Journal of Relationship Marketing, 12(3), 204–222. https://doi.org/10.1080/15332667.2013.816931
Liu, H., & Racco, A. (2022). The Global Impact of Fast Fashion. Climate Change Education: Reimagining the Future with Alternative Forms of Storytelling, 151.
Low, G. S., & Lamb, C. W. (2000). The Measurement and Dimensionality of Brand Associations. Journal of Product & Brand Management, 9(6), 350–370. https://doi.org/10.1108/10610420010356966
Maharani, Ike, E., Fauzi, A., & Pujangkoro, S. A. (2022). Analysis of Brand Image, Taste Variation, Price Perception and Promotion on Purchase Decision and Their Effect on Consumer Loyalty. Proceedings of the 19th International Symposium on Management (INSYMA 2022), 955–965. https://doi.org/10.2991/978-94-6463-008- 4_119
Memon, M. A., Ting, H., Cheah, J.-H., Thurasamy, R., Chuah, F., & Cham, T. H. (2020). Sample Size for Survey Research: Review and Recommendations. Journal of Applied Structural Equation Modeling, 4(2), i–xx. https://doi.org/10.47263/jasem.4(2)01
Miao, K., Yang, Q., Wei, X., Du, X., & Zhang, J. (2017). How Perceived Factors of Review Contents Influence Consumers’ Purchase Decision. 22017 IEEE International Conference on Computational Science and Engineering (CSE) and IEEE International Conference on Embedded and Ubiquitous Computing (EUC). https://doi.org/10.1109/cse-euc.2017.91
Michie , N. (2022, December 21). Balenciaga Cancelled: Should You Get Rid Of Your Balenciaga? Fashion Magazine. https://fashionmagazine.com/style/balenciaga- cancelled-scandal-sustainability/
Volume X, Issue X Influencing the Purchase Decisions on Luxury Fashion Brand... | 21
Monroe, K. B., & Lee, A. Y. (1999). Remembering Versus Knowing: Issues in Buyers’ Processing of Price Information. Journal of the Academy of Marketing Science, 27(2), 207–225. https://doi.org/10.1177/0092070399272006
Nambisan, S., & Baron, R. A. (2009). Virtual Customer Environments: Testing a Model of Voluntary Participation in Value Co-creation Activities. Journal of Product Innovation Management, 26(4), 388–406. https://doi.org/10.1111/j.1540- 5885.2009.00667.x
Nguyen, B., Wu, M.-S. S., & Chen, C.-H. S. (2016). How Does Self-concept and Brand Personality Affect Luxury Consumers’ Purchasing Decisions? Luxury Fashion Retail Management, 19–48. https://doi.org/10.1007/978-981-10-2976-9_3
Oh, H., & Jeong, M. (2004). An Extended Process of Value Judgment. International Journal of Hospitality Management, 23(4), 343–362. https://doi.org/10.1016/j.ijhm.2003.12.005
Pakhira, P. (2022, September 13). What Is Fashion Luxury and Lifestyle Design? ISDI. https://isdi.in/blog/what-is-fashion-luxury-and-lifestyle- design/#:~:text=Being%20different%20from%20mass%20production,but%20the%20 other%20way%20around.
Pandey, R., Reddy, L. S., Chaudary, V., Widyawati, V. T., Sin, L. G., Ghazali, M. K. A. B. M., Kee, D. M. H., Ibrahim, M. F. B., Fadzeil, M. Z. B. A., & Mohamed, N. A. B. (2021). Analysis The Effect of Product Quality and Price on Purchase Decision (Case Study of Adidas India, Indonesia, and Malaysia). International Journal of Accounting
& Finance in Asia Pasific (IJAFAP), 4(1), 71–85. https://doi.org/10.32535/ijafap.v4i1.1034
Papamichael, I., Chatziparaskeva, G., Pedreno, J. N., Voukkali, I., Almendro Candel, M. B., & Zorpas, A. A. (2022). Building A New Mind Set in Tomorrow Fashion Development Through Circular Strategy Models in The Framework of Waste Management. Current Opinion in Green and Sustainable Chemistry, 36, 100638. https://doi.org/10.1016/j.cogsc.2022.100638
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988) SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64, 12-40.
Park, H., Rabolt, N. J., & Sook Jeon, K. (2008). Purchasing Global Luxury Brands Among Young Korean Consumers. Journal of Fashion Marketing and Management: An International Journal, 12(2), 244–259. https://doi.org/10.1108/13612020810874917
Peng, G., Pu, X., & Ying, X. (2020). Neural Mechanism of How Logos Affect Luxury Purchase Decisions—Insights from Conspicuous Value. 6th International Conference
| Sebastian, Gunadi Jurnal Manajemen (Edisi Elektronik) on Information Management (ICIM), 6, 19–26.
https://doi.org/10.1109/ICIM49319.2020.244664.
Purwianti, L., & Suryani, S. (2021). Analisa Faktor-Faktor yang Mempengaruhi Purchase Decision dengan Trust Sebagai Variabel Mediasi. CoMBInES - Conference on Management, Business, Innovation, Education and Social Sciences, 1(1), 1909–1916.
Puspitasari, D A., & Indriani, F. (2018). Analisis Pengaruh Perceived Quality, Perceived Value, dan Perceived Risk Terhadap Keputusan Pembelian Online. Diponegoro Journal
of Management, 7(4), 237-248. Retrieved from https://ejournal3.undip.ac.id/index.php/djom/article/view/22356
Ramadhan, K. N., Welsa, H., & Cahyani, P. D. (2021). Pengaruh Quality Service, Perceived Quality Terhadap Brand Equity dengan Brand Image Sebagai Variabel Intervening. KINERJA: Jurnal Ekonomi Dan Manajemen, 18(4), 621–627.
Ramli, N. A., Latan, H., & Nartea, G. V. (2018). Why Should PLS-SEM Be Used Rather Than Regression? Evidence From The Capital Structure Perspective. Partial Least Squares Structural Equation Modeling, 171–209. https://doi.org/10.1007/978-3-319- 71691-6_6
Rosenbaum, M. S., & Massiah, C. A. (2007). When Customers Receive Support From Other Customers: Exploring the Influence of Intercustomer Social Support on Customer Voluntary Performance. Journal of Service Research, 9(3), 257–270. https://doi.org/10.1177/1094670506295851
Sekaran, U., & Bougie, R. (2013). Research Methods for Business (6th ed.). Jakarta: Salemba Empat
Setiawan, E. B., Kartini, D., Afiff, F., & Rufaidah, P. (2016). Impact of Price Fairness on Brand Image and Purchase Intention for Low Cost Car in Indonesia. International Journal of Economics, Commerce and Management, 4, 300-308.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why We Buy What We Buy: A Theory of Consumption Values. Journal of Business Research, 22(2), 159–170.
Shukla, P. (2012). The Influence of Value Perceptions on Luxury Purchase Intentions
in Developed and Emerging Markets. International Marketing Review, 29(6), 574–596. https://doi.org/10.1108/02651331211277955
Singh, P. R. (2011). Consumer Culture and Postmodernism. SSRN Electronic Journal, 5(5), 55–88. https://doi.org/10.2139/ssrn.1689098
Soelaeman, M., Daeng, A., & Ilham, M. (2022). The Impact of Brand Social Values and Brand Cognitive Values to Brand Recommended Intention with Brand Characteristric
Volume X, Issue X Influencing the Purchase Decisions on Luxury Fashion Brand... | 23
as Mediating Variable. IJEBD (International Journal of Entrepreneurship and Business Development), 5(1), 128–139. https://doi.org/10.29138/ijebd.v5i1.1618
Sombart, W. (1967). Luxury and capitalism. University of Michigan Press.
Stiawan, I. G. B. H., & Jatra, I. M. (2022). The Role of Brand Image Mediate The Influence of Price Fairness on Purchase Decisions for Local Fashion Brand Products. European Journal of Business and Management Research, 7(3), 114–117. https://doi.org/10.24018/ejbmr.2022.7.3.1244
Suhr, D. D. (2006). Exploratory or Confirmatory Factor Analysis. Cary, CN: SAS Institute Inc
Sutrisno, T. F. C. W., Gosal, G. G., & Hernandes, S. F. (2020). The Role of Product Quality and Price Perception in Affecting Purchase Decision (Study on Milkmo Product). Primanomics : Jurnal Ekonomi & Bisnis, 18(3), 95. https://doi.org/10.31253/pe.v18i3.398
Sweeney, J. C., & Soutar, G. N. (2001). Consumer Perceived Value: The Development
of A Multiple Item Scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/s0022-4359(01)00041-0
Thimothy, S. (2016, October 31). Council Post: Why Brand Image Matters More Than You Think. Forbes. https://www.forbes.com/sites/forbesagencycouncil/2016/10/31/why-brand-image- matters-more-than-you-think/?sh=249ee8f010b8
Tjiptono, F., & G. Chandra. (2005). Service, Quality & Satisfaction. Yogyakarta: Andi Offset
Van der Veen, M. (2003). When Is Food A Luxury? World Archaeology, 34(3), 405– 427. https://doi.org/10.1080/0043824021000026422
Webster Jr., F.E. and Keller, K.L. (2004) ‘A Roadmap For Branding in Industrial Markets’, Journal of Brand Management, Vol. 11, No. 5, pp.388–402.
Weidmann, K.P., Hennings, N. and Siebels, A. (2012), “What Is The Value of Luxury”, Psychology & Marketing, Vol. 29 No. 12, pp. 1018-1034.
Wen, X., Choi, T.-M., & Chung, S.-H. (2019). Fashion Retail Supply Chain Management: A Review of Operational Models. International Journal of Production Economics, 207, 34–55. https://doi.org/10.1016/j.ijpe.2018.10.012
Wijaya, A. F. B., Surachman, S., & Mugiono, M. (2020). The Effect of Service Quality, Perceived Value and Mediating Effect of Brand Image on Brand Trust. Jurnal Manajemen Dan Kewirausahaan, 22(1), 45–56. https://doi.org/10.9744/jmk.22.1.45-56
| Sebastian, Gunadi Jurnal Manajemen (Edisi Elektronik)
Yee, C. J. & San, N. C. (2011). Consumers' Perceived Quality, Perceived Value and Perceived Risk Towards Purchase Decision on Automobile. American Journal of Economics and Business Administration, 3(1), 47-57. https://doi.org/10.3844/ajebasp.2011.47.57
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means- End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.2307/1251446
Zhang, X., & Dong, F. (2020). Why Do Consumers Make Green Purchase Decisions? Insights From a Systematic Review. International Journal of Environmental Research and Public Health, 17(18), 6607. https://doi.org/10.3390/ijerph17186607
Zheng, H., & Chen, L. (2020, December 1). Affecting Factors of Consumers’ Purchase Decision on Sustainable Fashion Clothing Products. IEEE Xplore. https://doi.org/10.1109/IEEM45057.2020.9309765
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Jurnal Manajemen (Edisi Elektronik)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
