Kontigensi : Scientific Journal of Management

Volume 8, No. 1, June 2020, pp. 26 - 32

ISSN 2088-4877

Perception of Consumer Purchasing Decisions based on Brand Image and

Location
(Case study at a fashion store in Bandung City)

Vini Sapitri Pebriani1, Irena Larashati2

Sekolah Tinggi Ilmu Ekonomi Pasundan, Bandung1,2
E-mail: [email protected], [email protected]

ABSTRACT

The rapid development of Muslim fashion in Indonesia, making Indonesia a leading Muslim
fashion trend. With so many young Indonesian designers introducing Muslim fashion throughout the
world and succeeding in kicking off fashion, able to make homeland mode the world's spotlight. The
method used in this research is descriptive and verification methods. The samples taken in this study
were respondents who were consumers of Mezora Buah Batu Bandung with 96 respondents with
accidental sampling technique. The results showed the direct effect of brand image by 5.5%, while
the indirect impact was 8.1%, so that the total effect of brand image on purchasing decisions was
13.6%. For the location effect directly 42.5%, while the indirect effect is 8.1%. So the total influence of
Location on purchasing decisions is 50.6%. The results showed that the variable Brand image (X1)
and Location (X2) simultaneously influence the purchase decision with a total influence of 64.2%. In
comparison, the remaining 35.8% influenced by other variables outside this study.

Keywords: brand image, location, purchase decision.

INTRODUCTION creative Muslim fashion industry, the National

Economic and Industry Committee together with
Indonesia is a country that is predominantly the Ministry of MSMEs, Ministry of Industry,
Muslim, and most of them are women. Muslim Ministry of Finance and Ministry of Tourism held
women are required to wear a hijab, which aims a meeting to discuss the creative industry,
to cover their genitals. One of the potentials that especially the Muslim fashion industry in
Indonesia has is in the Muslim fashion industry. Indonesia.
The Muslim fashion industry is the most
The rapid development of Muslim fashion in
significant contributor to growth in the creative
Indonesia has made Indonesia a leading Muslim
economy besides culinary. Therefore, to
fashion trend. With so many young Indonesian
maximize the acceleration of the creative
designers introducing Muslim fashion throughout
industry and the preparation of a roadmap for the

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Volume 8, No. 1, June 2020, pp. 26 - 32
ISSN 2088-4877

the world and being successful in kicking off many producers and products, consumers must
fashion, they can make Indonesian fashion into be able to choose products that have trusted
the spotlight. Besides, Indonesia is also said to brands. Also, with a large number of products, it
be the center for hijab fashion around the world. encourages consumers to identify in decision
Because the design used is acceptable to all making when determining products and even
Muslim citizens. producers who can meet their needs. Purchasing
decisions significantly affect sales growth in a
Many women initially did not have
company. If the consumer's purchasing decision
information and knowledge about the
is right, it will positively impact sales growth at
compulsory use of the hijab. However, over time,
the company.
now, many Indonesian women are wearing a
hijab. This climate started with the emergence of Sales of Muslim clothing at Mezora are still
the hijabs community, a community of trendy quite low due to the decline in consumer
hijab-wearing women who can inspire women to purchasing decisions. Companies must know
wear the hijab. their consumer behavior to implement a
development strategy of brand image and
Fashionable Muslim clothing attracts the
location. Many problems may occur in the
attention of women who have not used the hijab.
development of a company, especially for selling
The existence of such a hijab provides an
Mezora. From the pre-survey results,
opportunity for Muslim women to appear creative
consumers' purchasing decisions are not
by utilizing the hijab by their wishes but still
sufficiently suspected because the brand image
obeying the Islamic religious rules in dressing.
factor on Mezora causes it. A company's
Besides that, now they have different views
success in influencing consumers in purchasing
about the hijab. In the past, they thought that
decisions is strongly supported through efforts to
wearing the hijab seemed old-fashioned and
build communication with consumers by building
would prevent them from being able to look
brands to consumers, namely by having the right
fashionable. However, nowadays, even though
positioning consistently so that it is always
they wear a hijab and dress closed to carry out
number one in the minds of consumers. Having
religious orders, they can also look stylish and
the right brand equity so that the brand has the
trendy.
right concept so that the brand image can
One of the factors that influence it is a large continue to be improved. Brand image can also
number of the Muslim population in Indonesia. differentiate a brand among other brands
The large population of Muslims and the demand (Brexendorf & Keller, 2017) without a healthy
for Muslim clothing have triggered the number of and positive brand image, and it isn't effortless
companies that want to do business in Muslim for companies to attract new customers and
fashion so that the Muslim fashion industry has retain existing ones (Aaker, 2004; Juhana,
grown. With the rapid development of the Muslim Manik, Febrinella & Sidharta, 2015; Tavitiyaman,
style, the Muslim fashion industry is also Zhang, Wei. & Saiprasert, 2018). Apart from
increasingly competitive, especially in Bandung brand image, another factor thought to influence
city. purchasing decisions at Mezora is location. This
Competition in the Muslim fashion business climate is because some people, when buying a
is very tight, seen from the large number of product, will look for a strategic location. The
outlets engaged in Muslim clothing. With so strategic location is not only easy to access but
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Volume 8, No. 1, June 2020, pp. 26 - 32
ISSN 2088-4877

also a convenient location for consumers when lead to consumer purchase decisions in meeting
making purchases. Location is also one of the consumer needs. (Foster, Sidharta & Rahman,
situational factors that influence purchasing 2018) Brands play an important role in
decisions. Location refers to various marketing contributing to influencing consumers to make
activities that seek to facilitate and facilitate the purchasing decisions. If the brand image of the
delivery or distribution of goods and services product has a positive value in consumers' eyes,
from producers to consumers. Location is it will lead to big purchasing decisions for the
essential for the company because it greatly outcomes desired by consumers. (Oladepo &
influences the target market decisions in Abimbola, 2015).
determining purchasing decisions. Location as a place where a company
Based on the description above, the operates or where a company carries out
researcher tries to formulate the problem of how activities to produce goods and services and
much influence the brand image and location distribute products and services that are its
has on the purchase decision at Mezora Buah business activities to consumers. The selection
Batu while the purpose and objective of this of the right location is an essential element that
research are to find out and analyze the can help the process of marketing goods and
influence of Brand Image and Location on services within the company. A location is a
Purchasing Decisions at Mezora Bandung. place that significantly influences a consumer's
desire to come and shop. If the company
succeeds in obtaining and maintaining a
FRAMEWORK strategic and attractive location for consumers, it
will make consumer purchasing decisions even
When purchasing a product, consumers will higher. (Muhammad & Abdul Karim, 2018)
prefer a product with many benefits, according to
The right location and a good brand image
taste, gives an attractive impression, is of high
will influence consumer decisions to determine
quality, is durable, and has a well-known brand.
purchases or transactions. (Rachmawati, Shukri,
(Camacho-Otero, Boks & Pettersen, 2019).
Azam & Khatibi, 2019) Location and brand
Location is an essential factor in the image must be considered carefully by the
continuity of a company's business. Because in company because it will influence purchasing
determining purchasing decisions, consumers decisions. (Hansen, 2001). Location is an
will prefer a location that is easily accessible by essential factor for the company. If the location is
public transportation, easy to see, free from strategic, many consumers will likely make
traffic jams, and also has a large parking area. purchases; besides that, a good brand image will
Because a strategic location can affect business positively affect the company. If the company
growth in the future. (Henninger, Alevizou, has a good brand image, consumers will not
Goworek & Ryding, 2017) have much consideration for other brands. Due
Brand image is something important in to consumer confidence in the brand, there is no
creating consumer purchasing decisions. A good doubt that consumers will no longer hesitate to
brand image is a brand image that creates make purchasing decisions. (Anderhofstadt &
positive value for a brand so that consumers will Spinler, 2019) Location and brand image are
always think positively about the brand and will critical in influencing purchasing decisions.

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Volume 8, No. 1, June 2020, pp. 26 - 32
ISSN 2088-4877

RESEARCH METHODS identified, to determine the number of samples of

this study can use the Normal Distribution Level
The method used in this research is approach at a significant rate of 5% (1.96) with a
descriptive and verification methods. This Max Margin of Error of 10%. Based on the
descriptive method uses to answer the problem calculation with the formula above, the minimum
formulation. This verification method uses to number of good samples is 96.
answer the formulation of the problem of how Validity testing is a test proposed to
much influence between the variables studied. determine that data can be trusted to be valid
The place and time of this research carried out at following reality. After testing the validity of the
the Mezora Outlet located on Buah Batu Street. data, then it is followed by testing the reliability of
The scope of this research includes the influence the data. The method used to test the reliability
of brand image and location on purchasing of measuring instruments in this study is to use
decisions at Mezora Buah Batu. This research the Cronbach method. Path analysis tests the
was completed within five months. regression equation involving several
In this study, the variables used are the independent variables and the dependent
independent variable, and the dependent variable at the same time to allow testing of
variable is the dependent variable. The intervening variables or intermediate variables.
independent variables in this study are Brand Path analysis can also measure direct and
Image with the dimensions of Brand Strength, indirect relationships between variables in the
Advantages of brand attributes and the model.
uniqueness of the brand (Kotler & Amstrong,
2012) and Location with dimensions of Access,
RESULTS AND DISCUSSION
Visibility, Traffic, Parking Space, Expansion,
Environment and Competition (Tjiptono, 2014). The respondents' characteristics are to
The dependent variable or dependent variable, describe or provide an overview of the
which is influenced by the independent variable. respondents' identity in this study. Describing the
The dependent variable in this study is the respondents' identity were the samples in this
Purchase Decision with the dimensions of study, it will be known to what extent the
Product Choice, Brand Choice, Distributor respondents' identity in this study.
Choice, Purchase Amount, Purchase Time, and
The characteristics of the respondents
Payment Method (Kotler & Keller 2012).
include gender, age, occupation, income, and
The questionnaire was given to customers of frequency of visits. In this study, 96 respondents
Mezora as respondents to obtain primary data to determine. Therefore, a description of the
obtain customer assessments regarding brand respondent's identity will be presented, which
image, location, and purchase decisions. can be described as follows, showing that the
The sample is part of the number of majority of customers of Mezora, namely 89.6%
characteristics possessed by the population. In are female customers. The results of processing
this study, the method used in sampling is an respondent profile data based on the
accidental sampling method. Researchers select respondents' age showed that the majority of
respondents by visiting the place in Buah Batu. respondents, namely 41.7%, were around 18-25
Because the population size of this study not years old, at which age people tend to want to

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Kontigensi : Scientific Journal of Management
Volume 8, No. 1, June 2020, pp. 26 - 32
ISSN 2088-4877

look fashionable in appearance. Visitors who

became respondents at Mezora were dominated
by visitors aged around 18-25 years, namely
41.7% and 26-35 years old, at 38.5%. This
respondent shows that visitors aged 18-25 years
are considered more trustworthy and selective in Figure 1. Path Analisis
using the products offered by Mezora. The
respondent's occupation shows that almost From the table and figure 1 above, the path
43.8% of the respondents are private coefficient of the brand image is 0.235, and the
employees. This characteristic is because path coefficient of the location is 0.652.
private employees tend to pay more attention to Based on the influence of each variable can
the appearance and the comfort of the products be seen in the following table:
used while working.
Respondents based on income per month, Table 1. Direct and Indirect
on average, respondents who make purchases Indirect Total Sum

at Mezora Buah Batu Bandung earn more than Variable Direct X1 X2

Rp. 2,000,000 and is the most significant
Brand 5.5% - 8.1% 8.1% 13.6
number, namely 31.3%, followed by those with
Image %
income less than IDR 500,000, namely 27.1%.
This characteristic shows that Mezora has target Location 42.5% 8.1% - 8.1% 50.6%
market segments in all circles, from the lower,
middle, and upper classes. This condition is also Total 64.2%
because Mezora tends to set product prices with
all market segments so that all people can buy
It can conclude that the effect of Brand
them. Respondents based on the frequency of
Image and Location on purchasing decisions is
visits indicated that most of the respondents
64.2%, and 35.8% influenced by other factors
visited Mezora only once a month, which is
not examined in this study.
around 77.1%.
This study tries to reveal the condition of the
Before analyzing the data, the validity and
brand image, location, and purchasing decisions
reliability testing conducted. The test results
at Mezora. Furthermore, it also looks at the
show that most of the research instruments are
influence of brand image on purchasing
valid, with a correlation between 0.486 - 0.774
decisions, the influence of location on
and a realistic range between 0.906-0.922.
purchasing decisions and brand image, and
Verification analysis uses to test the location on purchasing decisions.
hypothesis by using statistical tests and focuses
Descriptively, it can explain that the
on revealing the behavior of the research
variables of brand image, location, and
variables. This method studies concluding the
purchasing decisions at Mezora obtained the test
entire population based on the data contained in
results are quite good. Factors in the field
the research sample. The path analysis
indicate that customers give a reasonably good
calculation can describe as follows:
assessment of the Brand Image factor. This
result is because the brand of Mezora is not yet
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Volume 8, No. 1, June 2020, pp. 26 - 32
ISSN 2088-4877

fully known by many people. Therefore, to purchases. Also, management can explain the
increase consumer confidence and increase price given to consumers, which is expected to
sales data, the company, Mezora, can improve make consumers make purchasing decisions.
purchasing decisions to increase sales data.
Field indicators show that in general, customers
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