Determination of Factors Influencing DKI Jakarta Consumers Purchasing Decisions on Local Fashion Brands

Abstract

This research aims to determine the factors that influence DKI Jakarta consumers' purchase decisions regarding local fashion brands. In this research, there are five variables, namely brand ambassador, brand image, brand awareness, purchase intention, and purchase decision, including the sample criteria of residing in DKI Jakarta, being 18 years old, knowing the local fashion brand Erigo, and having made transactions purchasing products from the brand. Erigo local fashion minimum once. The research method used is quantitative with purposive sampling data collection techniques. This research produced data from 281 respondents which were analyzed using the Structural Equation Modeling (SEM) technique. The results show that brand ambassadors have a positive and significant effect on purchase intention, brand image has a positive and significant effect on purchase intention, brand awareness has a positive and significant effect on purchase intention. Meanwhile, brand ambassadors do not have a positive and insignificant influence on purchase decisions. Furthermore, purchase intention has a positive and significant effect on purchase decisions, and brand awareness has a positive and significant effect on purchase decisions.