AN ANALYSIS OF THE INFLUENCE OF BRAND IMAGE, BRAND LOYALTY AND CONSUMER CULTURE TOWARDS CONSUMER BUYING BEHAVIOR ( A STUDY CASE OF H&M INDONESIA CUSTOMERS )

Abstract

The fashion apparel industry has evolved significantly over the last two decades driven by the internationalization and rapid rise of global fast fashion retailer brands and customer has become the most important strategic resources for retail businesses. This research aims to reveal real behavior of consumers in fashion clothing according to the three main factors to find out which factors will impact the most before making a buying-decision. The three main factors are brand image, brand loyalty and consumer culture. Accordingly, few numbers of cities that H&M stores are located were selected as the context for this field study. Quantitative method is used in this research. Quantitative method includes validity and reliability test, classical assumption test and multiple regression analysis to test the hypothesis through T-test, F-test and coefficient of determination. In this research, data were collected through questionnaire to 150 respondents and additional 30 respondents for the pre-test using purposive sampling method. Results show that brand image has influenced customers the most and that customers do not really get affected by consumer culture or lifestyle.