INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 8, ISSUE 07, JULY 2019 ISSN 2277-8616

Pomelo Fashion Brand Image Effect On Product

Purchase Interest In Young Women In Indonesia
Moza Ayudina Larasati, Cindy Ayu Agustin

Abstract : This research aimed to determine any influences of Pomelo Fashion’s brand image towards product purchase intention and to determine any
connection between Pomelo Fashion’s brand image and product purchase intention. This study used explanative quantitative approach, and the
research method used was survey. The samples used in this study were 100 samples, taken using the probability sampling technique. It can be
concluded that there is a low influence of Pomelo Fashion’s brand image towards purchase intention, and there is a strong connection between Pomelo
Fashion’s brand image and purchase intention.

Index Terms : Brand Image, Pomelo Fashion, Purchase Intention

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1 INTRODUCTION Also, how big is the influence of Pomelo Fashion's brand

AS As time goes by, fashion is one thing that is highly image on product buying interest in young adult women in
appreciated in community. Nowadays, fashion is not limited to Indonesia? Brand image, as explained by Susanto and
how people dress but has been considered to describe a Wijanarko [1] has a crucial role because it distinguishes a
person's character and personality. In the 2010s, the use of company or product from another. The brand image recorded
technology such as smartphone and laptop has become one in the minds of consumers cannot be replicated. Without a
of the distinctive features of fashion. Not only for the personal strong and positive image, it is hard for companies to attract
needs, business also proliferates through the Internet, the new customers, retain existing customers, and ask them to
same also goes with fashion brands that are highly developed pay a high price. Brand image is what consumers perceive.
through the Internet by e-commerce. E-commerce is an Glenn Walters in Mailakay (2011) explained the importance of
activity related to buying, selling, marketing goods or services environmental and personal factors as the beginning of brand
by utilizing electronic systems such as the Internet or image formation because environmental and personal factors
computer network. Social media and the Internet have made are those that influence one's perception. Environmental
thought about fashion change. Many fashion influencers or factors that can influence are technical attributes in a product
fashion bloggers started their careers from scratch to be well- where the producer can control this factor, besides that, social
known because of social media and the Internet. With the culture is included in this factor. Assael [2] argued that buying
existence of the Internet, modern society is now getting interest is the tendency of consumer to buy a brand or take
inspiration for their lifestyles and dress styles through fashion action related to purchase that is measured by the level of
influencer or fashion blogger. Pomelo Fashion itself began its possibility for consumer to make a purchase. Kotler (2009)
development through the Internet. Pomelo Fashion is engaged stated that there are several factors that shape consumer
in e-commerce where Pomelo Fashion develops through its buying interest, First is the attitude of others, the extent to
website. With the Internet, Pomelo Fashion sells its products which other people's attitudes reduce one's preferred
through the site and carries out its promotion strategy through alternative depend on two things, namely, the intensity of
social media. Young adult women tend to buy clothes online in negative traits of others on alternative preferred by consumers
this age of sophisticated technology, either through the and the motivation of consumers to comply with the wishes of
application of clothing brand, fashion marketplace application, others. Second is unanticipated factor. This factor can change
online shopping site, or shopping through social media like the customer's mind in making a purchase. Depends on the
Instagram. In this study, the observation of the brand image by customer's thoughts, whether he is confident in deciding
Pomelo Fashion can influence purchase interest in young whether to buy an item or not. According to Ferdinand [3],
women in Indonesia. It aims to find out how much a brand several indicators identify buying interest, first, the
image possessed by fashion e-commerce can affect the level transactional interest, namely the tendency to buy product.
of purchase interest in young women in Indonesia. This study Second is the referential interest, namely the tendency of
uses the following hypotheses, are there influences between someone to refer product to others. The third is the preferential
Pomelo Fashion's brand images on product buying interest in interest, namely the interest that describes the behavior of
young women in Indonesia? someone who has a primary preference for the product. This
preference can only be replaced if something happens with
the preferred product. The last one is explorative interest,
________________________________ describes the behavior of someone who is always looking for
information about the product of interest and looking for
 Moza Ayudina Larasati, Marketing Communication information to support the positive properties of the product.
Program, Communication Department, Faculty of
Economics & Communication, Bina Nusantara University,
Jakarta, Indonesia 11480 2 RESEARCH METHODOLOGY
 Cindy Ayu Agustin, Marketing Communication Program, The research paradigm in this study is to use the positivistic
Communication Department, Faculty of Economics & paradigm, where the positivistic paradigm is always related to
Communication, Bina Nusantara University, Jakarta, research with a quantitative approach. As already mentioned,
Indonesia 11480, [email protected] this study uses a quantitative approach, namely an approach

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 INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 8, ISSUE 07, JULY 2019 ISSN 2277-8616

related to numerical data. This quantitative research uses the Based on the data obtained, it can be concluded that all
type of explanatory-associative survey research to explain the statements for brand image variable are considered valid
influence and relationship of brand image variable and buying because all rcount produced have a higher nominal than the
interest variable. In this study the population used was all rtable and can proceed to the next test.
young women ranging from 18 years old to 30 years old,
domiciled in Indonesia and are the users of Pomelo Fashion Validity Test on Variable Y (Purchase Interest)
website or application, and have a Pomelo Fashion account. The results of the decision from validity test on variable Y
The total number of population was 1300 accounts on website (Purchase Interest) are as follows:
and application based in Indonesia. In this study, the sample
population was selected based on the sample collection Table 2. Results of Validity Test on Variable Y
method. The sample collection technique used probability
No. Statement R Count R Table Information
sampling method in acquiring sample size. The sampling
10 0.755 0.5 VALID
method used was simple random sampling which is a method
that randomly takes samples from population regardless of the 11 0.679 0.5 VALID
level in the population. Determination of the number of 12 0.791 0.5 VALID
samples was using the Slovin formula where 92.9 samples 13 0.792 0.5 VALID
were produced and rounded to 100 samples. Primary data 14 0.795 0.5 VALID
used was the data obtained from the users of website or 15 0.806 0.5 VALID
application of Pomelo Fashion using the prepared 16 0.799 0.5 VALID
questionnaire and with respondents representing the 17 0.808 0.5 VALID
population. The questionnaire was designed based on a Likert 18 0.746 0.5 VALID
scale and ordinal scale pattern. Secondary data used were 19 0.762 0.5 VALID
data obtained from second parties such as data from company 20 0.803 0.5 VALID
or company documentation, literature study, previous journals,
articles, and the Internet. The technique of analyzing data in Source: Authors processed data (2018)
this study used validity test, reliability test, normality test,
regression analysis, and correlation analysis, which was done Based on the data obtained, it can be concluded that all items
using SPSS 25 for Windows. for the purchase interest variable are considered valid
because all rcount produced have a higher nominal than the rtable
and can proceed to the next test.
3 RESULT AND DISCUSSION
3.1 Result Reliability Test
Validity Test Reliability Test on Brand Image Variable
The following is the result of reliability test on the Brand Image
The hypotheses used for validity test are:
variable:
1. Ha: Valid point statement.
2. Ho: Invalid point statement.
Table 3. Result of Reliability Test on Variable X
Basic decision making in this validity test is:
1. rcount > rtable¬ = statement declared valid.
2. rcount < rtable = statement declared invalid. Variable X
In this study, the rtable is 0.5. Reliability Statistics
Cronbach’s Alpha N of Items
Validity Test on Variable X (Brand Image) 0.941 9
The results of the decision from validity test on variable X Source: Authors processed data (2018)
(brand image) are as follows:
Table 1. Results of Validity Test on Variable X Based on the data obtained, the brand image variable is
declared reliable because it has a higher alpha nominal than
No. R Count R Table Information 0.50 which is 0.941
Statement
1 0.590 0.5 VALID Reliability Test on Purchase Interest Variable
2 0.811 0.5 VALID The following is the result of reliability test on Purchase
3 0.737 0.5 VALID Interest Variable:
4 0.800 0.5 VALID
Table 4. Result of Reliability Test on Variable Y
5 0.777 0.5 VALID
6 0.751 0.5 VALID Variable Y
7 0.777 0.5 VALID
Reliability Statistics
8 0.722 0.5 VALID
Cronbach’s Alpha N of Items
9 0.648 0.5 \\ VALID
0.947 11

Source: Authors processed data (2018) Source: Authors processed data (2018)

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 INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 8, ISSUE 07, JULY 2019 ISSN 2277-8616

Based on the data obtained, the purchase interest variable is

reliable because it has a higher alpha nominal than 0.50 which
is 0.947

Normality Test
The basis for decision making is if the data follow or parallel to
the diagonal line in the table, the data is normal. If the data is
in the opposite direction with the diagonal line, then the data is
abnormal. From the figure below, the data is declared normal
because it follows a diagonal line.

Figure 3. Result of Normality Test with Kolmogorov-Smirnov

Source: Authors processed data (2018)

Based on the data obtained, data from the two variables are
declared normal because they have the Sig value of 0.55
which is higher than alpha (0.5).
Figure 1. Result of Normality Test with Histogram
Table 5. Model Summary
Model Summaryb
Adjusted Std. Error of the
Model R R Square
R Square Estimate
1 .575a .330 .323 4.07052

a. Predictors (Constant), X_BI

b. Dependent Variable: Y_MB
Source: Authors processed data (2018)

Table 6. ANOVA
ANOVAb

Sum of Mean
Model df F Sig.
Squares Squares
Regression 800.223 1
800.223
1 Residual 1623.777 98 48.296 .000b
16.569
Total 2424.000 99

a. Predictors (Constant), X_BI

b. Dependent Variable: Y_MB
Source: Authors processed data (2018)

Figure 2. Result of Normality Test with P-Plot Table 7. Coefficients*

Coefficientsb
In the normality test for these two variables, the score table of
Unstandardized Residual from the results of regression test of Coefficie Standardized
Unstandar
the two variables was used to undergo the One-Sample Model nts Std. Coefficients t Sig.
dized B
Kolmogorov-Smirnov Test to determine the nature of data Error Beta
distribution. The results of the normality test are as follows: Constan
15.248 4.472 3.409 .001
1 t
.583 .084 .575 6.950 .000
X_BI

Source: Authors processed data (2018)

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 INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 8, ISSUE 07, JULY 2019 ISSN 2277-8616

Based on the data obtained, it shows that there is a strong and topics, to add theory and case study and to examine things
significant influence between brand image variable and that have weak influence in this study. Suggestion for Pomelo
purchase interest variable. Fashion is to maintain its brand image so that it can be even
better. Moreover, the suggestion for the general public is, the
Correlation Test public knows more about the meaning and definition of the
brand image concept and purchase interest, especially in a
Table 8. Correlation Test new company, community or organization.

X_BI Y_MB REFERENCES

[1] A. B. Susanto and H. Wijanarko, Power branding :
Pearson Correlation 1 .575**
membangun merek unggul dan organisasi
Sig. (2-Tailed) .000
X_BI pendukungnya, Cet. 1. Jakarta  ;Ujung Berung
N 100 100 Bandung: Quantum Bisnis & Manajemen, 2004.
Pearson Correlation .575** 1 [2] H. Assael, Consumer behavior and marketing action,
Y_MB
Sig. (2-Tailed) .000 6th ed. New York: Thomson-Learning, 2001.
N 100 100 [3] A. Ferdinand, Metode Penelitian Manajemen.
Pedoman Penelitian Untuk Penulisan Skripsi, Tesis
dan Disertasi Ilmu Manajemen. Semarang: Badan
Source: Authors processed data (2018) Penerbit Universitas Diponegoro, 2011.

Based on the data obtained, it shows that there is a strong

relationship between brand image variable and purchase
interest variable.

T-Test
T-test is done to prove whether the hypothesis is accepted or
not. Hypothesis testing in this study is done by comparing t-
count with t-table. The value of t-count can be obtained using
the SPSS 25 program. Furthermore, t-count is compared with
the error rate (a = 10%) and the degree of freedom:

(df = n – k)

Hypotheses:
Ha: There is a relationship between brand image and
purchase interest
Ho: There is no relationship between brand image and
purchase interest
Basic Decision Making:
1. t-count > t-table = Ha accepted
2. t-count< t-table = Ho accepted

Decision:
1. t-count: 5.836
2. t-table (0.10,100): 1.660
3. 5.836 > 1.660 = Ha accepted
Based on the data obtained, there is a relationship between
brand image and purchase interest.

4 CONCLUSION AND SUGGESTION

4.1 Conclusions
Based on the results of statistical tests conducted, it can be
concluded that the brand image variable has a significant
influence on purchase interest which is 57.5%. The results of
statistical tests also show that there is a strong relationship
between brand image variable and purchase interest, with a
percentage of 57.5%.

4.2 Suggestions
Based on the results obtained from the research, further
research is recommended for academic purpose with similar
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