Abstract:
Purpose - The purpose of this research is to find out what are the variables that
influence the purchasing decisions of the fashion brand’s customers. The variables
that were analyzed included price, product quality, promotion, and brand image.
Design/Method - This research design is a quantitative study using primary data
collected through online questionnaire and applied with Structural Equation
Modelling – Partial Least Square (SEM-PLS). The population for this research are
the people who know about the brand and have bought its products. There are total
63 samples collected using purposive sampling technique which later are analyzed
using SmartPLS.
Findings – Price is the one variable that doesn’t have any influence towards the
brand image. The other variables such as product quality and promotion do have a
significant and positive influence towards the brand image. Moreover, it was
founded that brand image significantly influence the brand customer’s purchasing
decision.
Originality - This study goes through the factors that influence the customer’s
purchasing decision of the fashion brand’s products, which has not been studied
previously.
