Khoirunnisa Syuhadah Umanah T, Sri Listiani, Ernita Maulida

Analyzing the Impact of Brand Image on Purchasing Decisions for Imitation Fashion Products

Introduction

Analyzing the impact of brand image on purchasing decisions for imitation fashion products. Explore how brand image, especially favorability, influences purchasing decisions for imitation fashion products. Quantitative analysis reveals a significant correlation.

Abstract

This research aims to determine the impact of brand image on purchasing decisions for imitation fashion products, focusing on brand image dimensions such as brand association strength, uniqueness, and favorability. The purchasing decision factors examined include product loyalty, purchasing habits, recommending to others, and repeat purchases. A survey method with a quantitative approach was employed, and data were analyzed using the Chi-Square method. The findings indicate that the most significant brand image factor is the favorability of brand association, contributing 52%, while purchasing habits exert the greatest influence on purchasing decisions, accounting for 61.6%. The data analysis revealed a value of 0.00 < 0.05, indicating a significant correlation between brand image and purchasing decisions. For every 1% improvement in brand image, purchasing decisions increase by 20.275%.

Review

This research paper presents an investigation into the crucial relationship between brand image and purchasing decisions, specifically within the context of imitation fashion products. The study outlines clear objectives, aiming to discern the impact of various brand image dimensions—association strength, uniqueness, and favorability—on key purchasing decision factors, including product loyalty, habits, recommendations, and repeat purchases. Utilizing a quantitative survey approach, the research endeavors to provide empirical insights into consumer behavior in this distinct market segment, promising valuable contributions to our understanding of brand influence. The abstract reports several noteworthy findings. It identifies the favorability of brand association as the most significant brand image factor, contributing 52%, while purchasing habits are highlighted as the dominant influencer on purchasing decisions, accounting for 61.6%. A statistically significant correlation (0.00 < 0.05) between brand image and purchasing decisions is established. A particularly striking claim is that a 1% improvement in brand image leads to a substantial 20.275% increase in purchasing decisions. However, the reliance solely on the Chi-Square method for data analysis, as stated in the abstract, raises methodological concerns. The Chi-Square test is typically used to examine associations between categorical variables, not to quantify direct percentage contributions or to model a precise percentage increase like the 1% to 20.275% relationship, which strongly suggests the application of a regression or similar predictive model. This inconsistency between the reported statistical method and the nature of the quantitative results requires substantial clarification. Despite the methodological ambiguity in the abstract, the study's strength lies in its focused objective and the attempt to quantify complex consumer behaviors within the specific niche of imitation fashion products, a context that often presents unique psychological and market dynamics. Understanding the drivers of purchase in this segment is relevant for both manufacturers and retailers. For future iterations or subsequent publications, it is highly recommended that the authors provide a more detailed account of the statistical methodology, explicitly stating which tests or models were used to derive each reported percentage and quantitative impact. Additionally, elaborating on the sample characteristics, data collection process, and the specific implications for the imitation fashion market would significantly enhance the study's transparency, credibility, and overall contribution to the literature.

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