The influence of brand image, price, foreign branding, brand ambassador, family, and peer group on repurchase decisions in the fashion industry

Authors

  • Hafiz Gusti Firmansah Universitas Esa unggul
  • Jatmiko Jatmiko Universitas Esa Unggul

DOI:

https://doi.org/10.53088/jmdb.v4i2.982

Keywords:

Brand image, Foreign branding, Brand ambassador, Peer group, Repurchase decisions

Abstract

The industrial sector has heightened competitiveness as the economy progresses, especially among companies producing similar products. These conditions require companies to adapt to changes in both the social and cultural landscape. This study aims to determine the impact of brand image, price, foreign branding, brand ambassadors, family, and peers on repurchase decisions and to identify which variables wield the most influence among brand image, price, foreign branding, and brand ambassadors. Sampling was conducted using non-probability methods employing purposive sampling techniques, yielding 245 respondents who purchased Geoff Max products at least twice a year. Based on the test, the brand image positively affected repurchase decisions, while price exhibited a negative effect. Similarly, foreign branding showed a negative effect, whereas brand ambassadors, family, and peers all displayed positive effects on repurchase decisions. Other test results show that brand image, price, foreign branding, brand ambassador, family, and peer group collectively positively affect repurchase decisions.

References

Afriansyah, R., Ramdan, A. M., & Jhoansyah, D. (2021). Keputusan Pembelian Secara Online Berdasarkan Kelompok Referensi, Keluarga serta Peran dan Status. BUDGETING : Journal of Business, Management and Accounting, 2(2), 529–539. https://doi.org/10.31539/budgeting.v2i2.1751

Aisyah, R. A. (2017). Pengaruh Citra Merek dan Keluarga Terhadap Keputusan Pembelian Sepeda Motor Suzuki di Universitas Muhammadiyah Surabaya. Business and Finance Journal, 2(1), 29–43. https://doi.org/10.33086/bfj.v2i1.464

Antaka, T., & Iklima, S. (2021). The Effect of Quality, Image and Price on Repurchase Decisions. Journal of Islamic Economic Scholar, 2(2), 85–90. https://doi.org/10.14421/jies.2021.2.2.85-90

Armstrong, P. T. K. & G. (2017). Principles of Marketing, 17th Global Edition.

Aruan, L. S., Yohana, C., & Yusuf, M. (2021). Peran Merek dalam Bahasa Asing dan Citra Merek terhadap Keputusan Pembelian. Riskesdas 2018, 3(2), 103–111.

Ashari, A. A., & Sudarwanto, T. (2022). Pengaruh Teman Sebaya Dan Media Sosial Terhadap Keputusan Pembelian pada Produk Lip Cream. Jurnal Sinar Manajemen, 9(2), 170–182. https://doi.org/10.56338/jsm.v9i2.2609

Budi, F. S., & Khuzaini. (2020). Pengaruh Citra Merek, Kualitas Produk dan Brand Ambassador terhadap Keputusan Pembelian Produk Eiger (Pada Mahasiswa STIESIA Surabaya). Jurnal Ilmu Dan Riset Manajemen, 8(9), 1–15.

Daffa, S. M., & Kusumahadi, K. (2023). Pengaruh Brand Image Terhadap Keputusan Pembelian Sepatu Compass Pada Mahasiswa Di Kota Bandung The Influence Of Brand Image On The Decision To Buy Compass Shoes On Students In The City Of Bandung. 10(2), 775–782.

Debora, R., Sulistyowati, L., & Musfar, M. M. T. F. (2014). Pengaruh Keluarga Dan Kelompok Referensi Terhadap Keputusan Konsumen Membeli Kosmetika Khusus Pria Merek Garnier Men (Studi Kasus Di Pekanbaru). 1(2), 1–11.

Dimyati, M., Saputra, H., Ardiansyah, I., & Maulana, R. (2022). Faktor-faktor yang memengaruhi keputusan pembelian : harga , kualitas dan brand image ( suatu kajian studi literatur manajemen pemasaran ). 1(1), 155–162.

Ergin, E. A., Akbay, H. O., & Ozsacmaci, B. (2014). Insights into Consumer Preference of Foreign Brand Names: Reality or Myth? International Journal of Marketing Studies, 6(4), 157–164. https://doi.org/10.5539/ijms.v6n4p157

Fatmalawati, D. S., & Andriana, A. N. (2021). Pengaruh Citra Merek, Harga Dan Kualitas Produk Terhadap Minat Pembelian Ulang Kosmetik Pt. Paragon Technology and Innovation. JMB : Jurnal Manajemen Dan Bisnis, 10(1), 177–186. https://doi.org/10.31000/jmb.v10i1.4228

Firmansyah, M. A. (2019). Buku Pemasaran Produk Dan Merek. Buku Pemasaran Produk Dan Merek.

Fitriyah, N. (2013). Pengaruh Kelompok Acuan dan Keluarga terhadap Keputusan Pembelian Batik Tulis Jetis pada Toko Amri Jaya Sidoarjo. Jurnal Pendidikan Tata Niaga, 1(3).

Furqon, S. A., & Abdurrahman. (2022). Pengaruh Country Of Origin , Foreign Branding , Citra Merek Dan Kualitas. 39–47.

Gensler, S., Völckner, F., Egger, M., Fischbach, K., & Schoder, D. (2015). Listen to Your Customers: Insights into Brand Image Using Online Consumer-Generated Product Reviews. International Journal of Electronic Commerce, 20(1), 112–141. https://doi.org/10.1080/10864415.2016.1061792

Ghoniyah, N., & Ani, U. (2013). Faktor-Faktor Penentu Keputusan Pembelian Blackberrydi Semarang. Ekonomi Manajemen Akuntansi, 34, 1–19.

Ilat, L. V, Murni, S., & Parengkuan, T. (2018). Analisis Pengaruh Produk Dan Harga Terhadap Keputusan Pembelian Ulang Ulang Pada Ukm D’cendol 77 Di Eic Unsrat. Jurnal EMBA, 6(4), 2548 – 2557.

Kebkole, V. I. (2018). Pengaruh Brand Image, Kemenarikan Produk dan Foreign Branding Terhadap Keputusan Pembelian Berulang Breadtalk (Studi kasus pada Breadtalk Lippo Plaza Bogor 2). INA-Rxiv, 1(1), 1–7.

Kristian, G., Welsa, H., & Udayana, I. B. N. (2021). Pengaruh Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Dengan Trustworthiness Sebagai Variabel Intervening. Jurnal Ilmiah Manajemen Kesatuan, 9(3), 509–520. https://doi.org/10.37641/jimkes.v9i3.570

Kustianti, D. D. N. (2019). Pengaruh Citra Merek dan Harga Terhadap Keputusan Pembelian Ulang Kartu Seluler Telkomsel. Psikoborneo: Jurnal Ilmiah Psikologi, 7(1), 83–92. https://doi.org/10.30872/psikoborneo.v7i1.4709

Maghvirah, N., & Nio, S. R. (2019). Kontribusi Konformitas Kelompok Teman Sebaya terhadap Keputusan Pembelian Geprek Bensu pada Remaja. Jurnal Riset Psikologi, 2019(3), 1–12.

Marisa, O., & Rowena, J. (2019). Pengaruh Brand Image, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Kembali Pada Produk High End Make Up and Skin Care Pada Generasi Millenial Jakarta. Maret, 7(2), 161–170.

Maulana, M. Y. (2023). Pengaruh Nama Merek Dan Citra Merek Terhadap Minat Beli Produk Cofeeshop Di Pontianak. 735–745.

Mitra, S., & Jenamani, M. (2020). OBIM: A computational model to estimate brand image from online consumer review. Journal of Business Research, 114, 213–226. https://doi.org/10.1016/j.jbusres.2020.04.003

Nuryani, F. T., Nurkesuma, N., & Hadibrata, B. (2022). Korelasi Keputusan Pembelian: Kualitas Produk, Persepsi Harga dan Promosi. Jurnal Ekonomi Manajemen Sistem Informasi, 3(4), 452–462.

Pratami, N. K. D. (2020). Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Sepeda Motor Honda Scoopy Pada Pt. Mertha Buana Motor Singaraja. Prospek: Jurnal Manajemen Dan Bisnis, 2(1), 31. https://doi.org/10.23887/pjmb.v2i1.26187

Prilano, K., Sudarso, A., & Fajrillah, F. (2020). Pengaruh Harga, Keamanan dan Promosi Terhadap Keputusan Pembelian Toko Online Lazada. Journal of Business and Economics Research (JBE), 1(1), 1–10. https://doi.org/10.47065/jbe.v1i1.56

Purba, V. A., & Saraswati, T. G. (2022). Pengaruh Foreign Branding Terhadap Keputusan Pembelian Le Minerale. YUME : Journal of Management, 5(1), 253–259. https://doi.org/10.37531/yume.vxix.435

Putra, M. I., Suharyono, & Abdillah, Y. (2014). Pengaruh brand ambassador terhadap brand Image serta dampaknya terhadapk keputusan pembelian. Jurnal Administrasi Bisnis (JAB), 12(7), 1–10.

Putri, D., Annisa, & Wahyuni, I. I. (2022). The Influence Of Arief Muhammad As A Brand Ambassador On Instagram On Brand Loyalty Erigo Apparel In The #Backtoerigoprogram. Management Studies and Entrepreneurship Journal, 3(5), 3098–3107.

Rilla, Y., & Soesanto, H. (2017). Pengaruh Persepsi Kualitas Produk, Daya Tarik Promosi, Dan Brand Ambassador Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervening. 6, 1–12.

Sari, D. P., & Nuvriasari, A. (2018). Pengaruh Citra Merek, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Merek Eiger (Kajian Pada Mahasiswa Universitas Mercu Buana Yogyakarta). Jurnal Penelitan Ekonomi Dan Bisnis, 3(2), 73–83. https://doi.org/10.33633/jpeb.v3i2.2298

Sintiya, S., & Suzanto, B. (2023). Influence of Brand Image and Price on Purchase Decision. Majalah Bisnis & IPTEK, 16(2). https://doi.org/10.55208/bistek.v16i2.451

Tirtarahardja, U., & Sulo, L. (2005). Pengantar Pendidikan.

Wariki, G., Mananeke, L., & Tawas, H. (2015). Pengaruh Bauran Promosi, Persepsi Harga Dan Lokasi Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Perumahan Tamansari Metropolitan Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(2), 1073–1085. https://doi.org/10.35794/emba.v3i2.9286

Downloads

Published

2024-08-31

How to Cite

Firmansah, H. G., & Jatmiko, J. (2024). The influence of brand image, price, foreign branding, brand ambassador, family, and peer group on repurchase decisions in the fashion industry. Journal of Management and Digital Business, 4(2), 338–353. https://doi.org/10.53088/jmdb.v4i2.982