Pengaruh Luxury Brand Perception, Social Influence, Brand Personality Dan Country Of Origin Terhadap Purchase Intention Pada Perusahaan Fast Fashion di Indonesia
Abstrak
This study aims to take the influence of Luxury Brand Perception, Social Influence, Brand Personality and Country of Origin on Purchase Intention in fast fashion companies in Indonesia. This research is a causal research with a quantitative method approach and using multiple linear regression analysis. The population in this study is the millennial generation who intend to buy fast fashion products at H&M and Uniqlo. The sampling technique using non-probability sampling uses purposive sampling with a total sample of 150 respondents. The results of this study indicate that Luxury Brand Perception has no effect on Purchase Intention, Social Influence has no effect on Purchase Intention, Brand Personality has a positive effect on Purchase Intention, Country of Origin has a positive effect on Purchase Intention.
Referensi
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Arora, N., Prashar, S., Tata, S. V., & Parsad, C. (2021). Measuring personality congruency effects on consumer brand intentions in celebrity-endorsed brands. Journal of Consumer Marketing, 38(3), 251–261. https://doi.org/10.1108/JCM-02-2020-3634
BPS. (2022). Catalog : 1101001. Statistik Indonesia 2022, 1101001, 790. https://www.bps.go.id/publication/2020/04/29/e9011b3155d45d70823c141f/statistik-indonesia-2020.html
Cahyaningrum, F. (2020). Prosiding Konferensi Ilmiah Mahasiswa Unissula (KIMU) 3 Universitas Islam Sultan Agung Semarang, 28 Oktober 2020. Jurnal Unissula : Prosiding Seminar Nasional Konstelasi Ilmiah Mahasiswa Unissula (KIMU) Klaster Ekonomi, 853–856. www.topbrand-award.com
Ciangga, V. (2013). Hubungan dan pengaruh price-quality inference, social effect, brand loyalty, dan ethical issues terhadap niat konsumen pada produk tiruan merek mewah. 9–28. http://e-journal.uajy.ac.id/3908/
Czinkota, M.R, R. (2013). International Marketing. South Western.
Desta Sulaesih Mursyidah, Nidya Novalia, R. M. (2020). Pengaruh Brand Personality Terhadap Purchase Intention Pada Produk Body Butter / Body Cream The Body Shop. Journal Fakultas Ekonomi Universitas Nurtanio, 3 (1). https://jurnal.unnur.ac.id/index.php/manners/article/view/303
Fayliks Fransiskus Palar. (2019). Harga, Produk Fitur, Keunggulan Relatif, Lingkungan Sosial, Nama Merek, Kenyamanan, Ketergantungandan Kompatibilitas Konsumen Muda Terhadap Niatbeli Smartphone Iphone Di Surabaya. Jurnal Ilmiah Mahasiswa Universitas Surabaya, 8(1), 1312–1323.
Ganbold, M., & Gantulga, U. (2021). Social Influence, Xenocentrism and Status Consumption on Purchase Intention: In the Case of Women’s Imported Handbags. Asia Marketing Journal, 23(3). https://doi.org/10.53728/2765-6500.1575
Gantulga, U., & Ganbold, M. (2022). Understanding Purchase Intention Towards Imported Products: Role of Ethnocentrism, Country of Origin, and Social Influence. Jurnal Ilmiah Peuradeun, 10(2), 449. https://doi.org/10.26811/peuradeun.v10i2.658
Herrera, M., Armelini, G., & Salvaj, E. (2015). Understanding social contagion in adoption processes using dynamic social networks. PLoS ONE, 10(10), 1–25. https://doi.org/10.1371/journal.pone.0140891
Hien, N. N., Phuong, N. N., van Tran, T., & Thang, L. D. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management Science Letters, 10(6), 1205–1212. https://doi.org/10.5267/j.msl.2019.11.038
Keegan, W. J., & Green, M. C. (2013). Kegan. Global Marketing.
Keni, K., Teoh, A. P., Vincent, V., & Sari, W. P. (2022). Luxury Brand Perception, Social Influence, and Brand Personality to Predict Purchase Intention. Jurnal Komunikasi, 14(1), 237. https://doi.org/10.24912/jk.v14i1.11847
Keni Keni, T. A. (2022). Luxury Brand Perception, Social Influence, and Brand Personality To Predict Purchase Intention. E-Jurnal Manajemen TSM, 2(2), 157–166.
Kornelis, Y. (2022). Fenomena Industri Fast Fashion: Kajian Hukum Perspektif Kekayaan Intelektual Indonesia. Journal Komunikasi Yustisia Universitas Pendidikan Ganesha Program Studi Ilmu Hukum, 5(1), 262–278. https://www.edology.com/blog/fashion-media/rise-
Made Rony Nazarani, G. S. (2021). the Effect of Luxury Brand, Brand Image, and Product Quality on Purchase Intention. American Journal of Humanities and Social Sciences Research (AJHSSR), 5(1), 290–295. https://www.ajhssr.com/the-effect-of-luxury-brand-brand-image-and-product-quality-on-purchase-intention/
Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., Ma, J., Bonaiuto, F., & Bonaiuto, M. (2020). Apple or Huawei: Understanding flow, brand image, brand identity, brand personality and purchase intention of smartphone. Sustainability (Switzerland), 12(8), 1–22. https://doi.org/10.3390/SU12083391
Nilasari, I., & Handayani, R. (2021). The Effect of Country of Origin and Brand Credibility on Purchase Intention of Oppo Smartphone in Indonesia. Turkish Journal of Computer and Mathematics Education, 12(8), 881–888. https://gs.statcounter.com/vendor-market-share/mobile
Nyadzayo, Johson, R. (2020). Drivers and outcomes of brand engagement in self-concept for luxury fashion brands. Journal of Fashion Marketing and Management.
Pan, X., Hou, L., & Liu, K. (2017). Social influence on selection behaviour: Distinguishing local-and global-driven preferential attachment. PLoS ONE, 12(4), 1–11. https://doi.org/10.1371/journal.pone.0175761
Prahiawan, W., Fahlevi, M., Juliana, J., Purba, J. T., Khamaludin, Syam, S., & Lestari, S. (2022). The effect of supply chain quality perception and country of origin on smartphones purchase intention of Indonesian consumers. Uncertain Supply Chain Management, 10(1), 277–284. https://doi.org/10.5267/j.uscm.2021.9.001
Rao, K. S., Rao, B., & Acharyulu, G. V. R. K. (2021). Examining ePWOM-purchase intention link in Facebook brand fan pages: Trust beliefs, value co-creation and brand image as mediators. IIMB Management Review, 33(4), 309–321. https://doi.org/10.1016/j.iimb.2021.11.002
Robertson, J., Ferguson, S. L., Eriksson, T., & Nappa, A. (2019). The brand personality dimensions of business-to-business firms: a content analysis of employer reviews on social media. Journal of Business-to-Business Marketing, 26 (2), 109–124.
Rufaidah, G., & Suyanto, A. M. A. (2022). Analisis Perbandingan Brand Equity H&M Dan Uniqlo. E-Proceeding of Management, 9(4), 1802–1811.
Sari, D., & Kusuma, B. (2021). Does Luxury Brand Perception Matter In Purchase Intention? A Comparison Between A Japanese Brand And A German Brand. ASEAN Marketing Journal, 6(1). https://doi.org/10.21002/amj.v6i1.3654
Semuel, H., & Lianto, A. S. (2019). Analisis eWOM, Brand Image, Brand Trust Dan Minat Beli Produk Smarthphone Di Surabaya. InterKomunika, 2(2), 146. https://doi.org/10.9744/pemasaran.8.2.47-54
Situmorang, E., Letsoin, B., Briyan, A., Suryani, L., Ekasari, A., & Kurniawati, K. (2021). Perilaku Pembelian Merek Fast Fashion Pada Generasi Milenial Di Indonesia. Jurnal Aplikasi Bisnis Dan Manajemen, 7(3), 778–786. https://doi.org/10.17358/jabm.7.3.778
Sung, Y., & Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology & Marketing, 27(7), 639–661. https://doi.org/https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.20349
Suria, N., Kusumawati, A., & Pangestuti, E. (2016). Pengaruh Country of Origin Terhadap Citra Merek dan Dampaknya Bagi Keputusan Pembelian (Studi Pada Konsumen Uniqlo di Jakarta). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 38(1), 148–156.
Susiang, M. I. N., Heryjanto, A., Dahlan, K. S. S., Marta, R. F., & Riza, F. (2020). Kebutuhan Akan Keunikan Pada Kelompok Harley Owners Group Di Jakarta. Journal of Business & Applied Management, 13(2), 165–178.
Susmikawati, Y. N., & Sunarti, S. (2017). Pengaruh Country Of Origin terhadap Perceived Quality dan Minat Beli Konsumen. Jurnal Administrasi Bisnis, 49(2), 88–95.
Tjokrosaputro, M., & Cokki, C. (2020). The Role of Social Influence Towards Purchase Intention With Value Perception as Mediator: A Study on Starbucks Coffee as an Environmentally Friendly Product. 145(Icebm 2019), 183–189. https://doi.org/10.2991/aebmr.k.200626.034
Tsabitah, N., & Anggraeni, R. (2021). The Effect of Brand Image, Brand Personality and Brand Awareness on Purchase Intention of Local Fashion Brand “This Is April.” Kinerja, 25(2), 234–250. https://doi.org/10.24002/kinerja.v25i2.4701
Vahdati, H., & Nejad, S. H. M. (2016). Brand personality toward customer purchase intention: The intermediate role of electronic word-of-mouth and brand equity. Asian Academy of Management Journal, 21(2), 1–26. https://doi.org/10.21315/aamj2016.21.2.1
Yanthi, K. P., & Jatra, I. M. (2015). Pengaruh Country Of Origin , Brand Image , Dan Perceived Quality Terhadap Minat Beli Sepeda Motor Honda Beat Di Kota Denpasar. Fakultas Ekonomi dan Bisnis Universitas Udayana ( Unud ), Bali , Indonesia. E-Jurnal Manajemen Unud, 4(11), 3852–3881.
Zhang, Q., Wu, J., Yang, H., Lu, W., Long, G., & Zhang, C. (2016). Global and local influence-based social recommendation. International Conference on Information and Knowledge Management, Proceedings, 24-28-Octo, 1917–1920. https://doi.org/10.1145/2983323.2983873
Arora, N., Prashar, S., Tata, S. V., & Parsad, C. (2021). Measuring personality congruency effects on consumer brand intentions in celebrity-endorsed brands. Journal of Consumer Marketing, 38(3), 251–261. https://doi.org/10.1108/JCM-02-2020-3634
BPS. (2022). Catalog : 1101001. Statistik Indonesia 2022, 1101001, 790. https://www.bps.go.id/publication/2020/04/29/e9011b3155d45d70823c141f/statistik-indonesia-2020.html
Cahyaningrum, F. (2020). Prosiding Konferensi Ilmiah Mahasiswa Unissula (KIMU) 3 Universitas Islam Sultan Agung Semarang, 28 Oktober 2020. Jurnal Unissula : Prosiding Seminar Nasional Konstelasi Ilmiah Mahasiswa Unissula (KIMU) Klaster Ekonomi, 853–856. www.topbrand-award.com
Ciangga, V. (2013). Hubungan dan pengaruh price-quality inference, social effect, brand loyalty, dan ethical issues terhadap niat konsumen pada produk tiruan merek mewah. 9–28. http://e-journal.uajy.ac.id/3908/
Czinkota, M.R, R. (2013). International Marketing. South Western.
Desta Sulaesih Mursyidah, Nidya Novalia, R. M. (2020). Pengaruh Brand Personality Terhadap Purchase Intention Pada Produk Body Butter / Body Cream The Body Shop. Journal Fakultas Ekonomi Universitas Nurtanio, 3 (1). https://jurnal.unnur.ac.id/index.php/manners/article/view/303
Fayliks Fransiskus Palar. (2019). Harga, Produk Fitur, Keunggulan Relatif, Lingkungan Sosial, Nama Merek, Kenyamanan, Ketergantungandan Kompatibilitas Konsumen Muda Terhadap Niatbeli Smartphone Iphone Di Surabaya. Jurnal Ilmiah Mahasiswa Universitas Surabaya, 8(1), 1312–1323.
Ganbold, M., & Gantulga, U. (2021). Social Influence, Xenocentrism and Status Consumption on Purchase Intention: In the Case of Women’s Imported Handbags. Asia Marketing Journal, 23(3). https://doi.org/10.53728/2765-6500.1575
Gantulga, U., & Ganbold, M. (2022). Understanding Purchase Intention Towards Imported Products: Role of Ethnocentrism, Country of Origin, and Social Influence. Jurnal Ilmiah Peuradeun, 10(2), 449. https://doi.org/10.26811/peuradeun.v10i2.658
Herrera, M., Armelini, G., & Salvaj, E. (2015). Understanding social contagion in adoption processes using dynamic social networks. PLoS ONE, 10(10), 1–25. https://doi.org/10.1371/journal.pone.0140891
Hien, N. N., Phuong, N. N., van Tran, T., & Thang, L. D. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management Science Letters, 10(6), 1205–1212. https://doi.org/10.5267/j.msl.2019.11.038
Keegan, W. J., & Green, M. C. (2013). Kegan. Global Marketing.
Keni, K., Teoh, A. P., Vincent, V., & Sari, W. P. (2022). Luxury Brand Perception, Social Influence, and Brand Personality to Predict Purchase Intention. Jurnal Komunikasi, 14(1), 237. https://doi.org/10.24912/jk.v14i1.11847
Keni Keni, T. A. (2022). Luxury Brand Perception, Social Influence, and Brand Personality To Predict Purchase Intention. E-Jurnal Manajemen TSM, 2(2), 157–166.
Kornelis, Y. (2022). Fenomena Industri Fast Fashion: Kajian Hukum Perspektif Kekayaan Intelektual Indonesia. Journal Komunikasi Yustisia Universitas Pendidikan Ganesha Program Studi Ilmu Hukum, 5(1), 262–278. https://www.edology.com/blog/fashion-media/rise-
Made Rony Nazarani, G. S. (2021). the Effect of Luxury Brand, Brand Image, and Product Quality on Purchase Intention. American Journal of Humanities and Social Sciences Research (AJHSSR), 5(1), 290–295. https://www.ajhssr.com/the-effect-of-luxury-brand-brand-image-and-product-quality-on-purchase-intention/
Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., Ma, J., Bonaiuto, F., & Bonaiuto, M. (2020). Apple or Huawei: Understanding flow, brand image, brand identity, brand personality and purchase intention of smartphone. Sustainability (Switzerland), 12(8), 1–22. https://doi.org/10.3390/SU12083391
Nilasari, I., & Handayani, R. (2021). The Effect of Country of Origin and Brand Credibility on Purchase Intention of Oppo Smartphone in Indonesia. Turkish Journal of Computer and Mathematics Education, 12(8), 881–888. https://gs.statcounter.com/vendor-market-share/mobile
Nyadzayo, Johson, R. (2020). Drivers and outcomes of brand engagement in self-concept for luxury fashion brands. Journal of Fashion Marketing and Management.
Pan, X., Hou, L., & Liu, K. (2017). Social influence on selection behaviour: Distinguishing local-and global-driven preferential attachment. PLoS ONE, 12(4), 1–11. https://doi.org/10.1371/journal.pone.0175761
Prahiawan, W., Fahlevi, M., Juliana, J., Purba, J. T., Khamaludin, Syam, S., & Lestari, S. (2022). The effect of supply chain quality perception and country of origin on smartphones purchase intention of Indonesian consumers. Uncertain Supply Chain Management, 10(1), 277–284. https://doi.org/10.5267/j.uscm.2021.9.001
Rao, K. S., Rao, B., & Acharyulu, G. V. R. K. (2021). Examining ePWOM-purchase intention link in Facebook brand fan pages: Trust beliefs, value co-creation and brand image as mediators. IIMB Management Review, 33(4), 309–321. https://doi.org/10.1016/j.iimb.2021.11.002
Robertson, J., Ferguson, S. L., Eriksson, T., & Nappa, A. (2019). The brand personality dimensions of business-to-business firms: a content analysis of employer reviews on social media. Journal of Business-to-Business Marketing, 26 (2), 109–124.
Rufaidah, G., & Suyanto, A. M. A. (2022). Analisis Perbandingan Brand Equity H&M Dan Uniqlo. E-Proceeding of Management, 9(4), 1802–1811.
Sari, D., & Kusuma, B. (2021). Does Luxury Brand Perception Matter In Purchase Intention? A Comparison Between A Japanese Brand And A German Brand. ASEAN Marketing Journal, 6(1). https://doi.org/10.21002/amj.v6i1.3654
Semuel, H., & Lianto, A. S. (2019). Analisis eWOM, Brand Image, Brand Trust Dan Minat Beli Produk Smarthphone Di Surabaya. InterKomunika, 2(2), 146. https://doi.org/10.9744/pemasaran.8.2.47-54
Situmorang, E., Letsoin, B., Briyan, A., Suryani, L., Ekasari, A., & Kurniawati, K. (2021). Perilaku Pembelian Merek Fast Fashion Pada Generasi Milenial Di Indonesia. Jurnal Aplikasi Bisnis Dan Manajemen, 7(3), 778–786. https://doi.org/10.17358/jabm.7.3.778
Sung, Y., & Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology & Marketing, 27(7), 639–661. https://doi.org/https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.20349
Suria, N., Kusumawati, A., & Pangestuti, E. (2016). Pengaruh Country of Origin Terhadap Citra Merek dan Dampaknya Bagi Keputusan Pembelian (Studi Pada Konsumen Uniqlo di Jakarta). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 38(1), 148–156.
Susiang, M. I. N., Heryjanto, A., Dahlan, K. S. S., Marta, R. F., & Riza, F. (2020). Kebutuhan Akan Keunikan Pada Kelompok Harley Owners Group Di Jakarta. Journal of Business & Applied Management, 13(2), 165–178.
Susmikawati, Y. N., & Sunarti, S. (2017). Pengaruh Country Of Origin terhadap Perceived Quality dan Minat Beli Konsumen. Jurnal Administrasi Bisnis, 49(2), 88–95.
Tjokrosaputro, M., & Cokki, C. (2020). The Role of Social Influence Towards Purchase Intention With Value Perception as Mediator: A Study on Starbucks Coffee as an Environmentally Friendly Product. 145(Icebm 2019), 183–189. https://doi.org/10.2991/aebmr.k.200626.034
Tsabitah, N., & Anggraeni, R. (2021). The Effect of Brand Image, Brand Personality and Brand Awareness on Purchase Intention of Local Fashion Brand “This Is April.” Kinerja, 25(2), 234–250. https://doi.org/10.24002/kinerja.v25i2.4701
Vahdati, H., & Nejad, S. H. M. (2016). Brand personality toward customer purchase intention: The intermediate role of electronic word-of-mouth and brand equity. Asian Academy of Management Journal, 21(2), 1–26. https://doi.org/10.21315/aamj2016.21.2.1
Yanthi, K. P., & Jatra, I. M. (2015). Pengaruh Country Of Origin , Brand Image , Dan Perceived Quality Terhadap Minat Beli Sepeda Motor Honda Beat Di Kota Denpasar. Fakultas Ekonomi dan Bisnis Universitas Udayana ( Unud ), Bali , Indonesia. E-Jurnal Manajemen Unud, 4(11), 3852–3881.
Zhang, Q., Wu, J., Yang, H., Lu, W., Long, G., & Zhang, C. (2016). Global and local influence-based social recommendation. International Conference on Information and Knowledge Management, Proceedings, 24-28-Octo, 1917–1920. https://doi.org/10.1145/2983323.2983873
Diterbitkan
2024-01-05
##submission.howToCite##
Alfina Dwi Juniarti, & Rojuaniah Rojuaniah. (2024). Pengaruh Luxury Brand Perception, Social Influence, Brand Personality Dan Country Of Origin Terhadap Purchase Intention Pada Perusahaan Fast Fashion di Indonesia. Manajemen Kreatif Jurnal, 2(1), 86-105. https://doi.org/10.55606/makreju.v2i1.2613
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