Jakarta’s Generation Z and Local Fashion Industry: Unveiling the Impact of Brand Image, Perceived Quality, and Country of Origin

Authors

  • Pantri Heriyati Bina Nusantara University
  • Aryo Bismo Bina Nusantara University
  • Monica Erwinta Bina Nusantara University

DOI:

https://doi.org/10.21512/bbr.v15i1.10162

Keywords:

Generation Z, local fashion industry, brand image, perceived quality, country of origin

Abstract

The local fashion industry in Indonesia faces tough competition with imported brands, driven by shifting consumer preferences, particularly during the pandemic. The research examined the impact of country of origin on purchase intention in the casual fashion industry, with brand image and perceived quality as intervening factors. It involved 412 Indonesian Gen Z in Jakarta as respondents with prior experience in the local casual fashion market. Data were collected through online questionnaires, and the SEM-PLS analysis method with SmartPLS v3.2.9 software was used for analysis. Results show that country of origin significantly influences brand image and perceived quality, affecting purchase intention. The research aligns with prior consumer perceptions studies. The implications offer guidance for casual fashion industry marketers and retailers. Emphasizing a positive country of origin image and focusing on brand image and perceived quality can impact purchase decisions, particularly among Indonesian Gen Z consumers in Jakarta. Future research can also expand the scope to include a broader sample and employ qualitative methods for deeper consumer insights. In conclusion, the research enhances understanding of consumer behavior in the casual fashion industry by revealing the role of country of origin, brand image, and perceived quality in shaping purchase intentions. Businesses can utilize these insights to refine their marketing strategies and better cater to their target consumers’ preferences.

Dimensions

Plum Analytics

Author Biographies

Pantri Heriyati, Bina Nusantara University

Management Department, BINUS Business School Doctor of Research in Management

Aryo Bismo, Bina Nusantara University

Management Department, BINUS Business School Undergraduate Program

Monica Erwinta, Bina Nusantara University

Management Department, BINUS Business School Undergraduate Program

References

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Agustina, N. A., Sumowo, S., & Wijayantini, B. (2018). Pengaruh kualitas produk, citra merek, dan harga terhadap keputusan pembelian. Jurnal Penelitian Ipteks, 3(2), 186–196.

Annur, C. M. (2022, March 18). Baju impor makin merajalela, dari mana asal impor tekstil RI? Databoks. https://databoks.katadata.co.id/datapublish/2022/03/18/baju-impor-makin-merajalela-dari-mana-asal-impor-tekstil-ri

Alwan, M., & Alshurideh, M. T. (2022). The effect of digital marketing on purchase intention: Moderating effect of brand equity. International Journal of Data and Network Science, 6, 837–848. https://doi.org/10.5267/j.ijdns.2022.2.012

Athapaththu, J. C., & Kulathunga, D. (2018). Factors affecting online purchase intention: Effects of technology and social commerce. International Business Research, 11(10), 111–128. https://doi.org/10.5539/ibr.v11n10p111

Creux-Martelli, A., Riemens, J., & Lemieux, A. A. (2023). An exploratory investigation of garments’ production Countries of Origin (COOs) disclosure to consumers. Sustainability, 15(8), 1–15. https://doi.org/10.3390/su15086927

Darmawan, R. D., Samuel, H., & Wijaya, S. (2021). Country-of-origin image and its effect on purchase intention: A study on a Chinese smartphone brand. In 2nd International Conference on Business and Management of Technology (ICONBMT 2020) (pp. 308–314). Atlantis Press. https://doi.org/10.2991/aebmr.k.210510.048

Elarbah, L. A., & Shebli, N. (2020). The relationship between country-of-origin and quality of the product and buying decision: A case study of the Turkish clothes on Libyan market. The International New Issues in Social Sciences, 8(1), 93–114.

Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772–785. https://doi.org/10.1108/IntR-06-2016-0164

Garcia-De los Salmones, M. D. M., Herrero, A., & San Martin, H. (2022). The effects of macro and micro country image on consumer brand preferences. Journal of International Consumer Marketing, 34(2), 137–150. https://doi.org/10.1080/08961530.2021.1922962

Ghozali, I., & Latan, H. (2015). Partial least squares konsep, teknik dan aplikasi menggunakan program SmartPLS 3.0 untuk penelitian empiris. Badan Penerbit Universitas Diponegoro.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications Inc.

Hamid, R. S., & Anwar, S. M. (2019). Structural Equation Modeling (SEM) berbasis varian: Konsep dasar dan aplikasi dengan program SmartPLS 3.2.8 dalam riset bisnis. PT. Inkubator Penulis Indonesia.

Hien, N. N., Phuong, N. N., Tran, T. V., & Thang, L. D. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management Science Letters, 10, 1205–1212. https://doi.org/10.5267/j.msl.2019.11.038

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Juhaeri. (2018). The influence of brand image, service quality, price perception and trust on the purchase decision of welding workshop welding www.Kanopirumah.com. PINISI Discretion Review, 2(1), 17–24. https://doi.org/10.26858/pdr.v2i1.13219

Kim, L., Pongsakornrungsilp, S., Pongsakornrungsilp, P., Jindabot, T., & Kumar, V. (2023). Why do customers want to buy COVID-19 medicines? Evidence from Thai citizens. International Journal of Environmental Research and Public Health, 20(6), 1–14. https://doi.org/10.3390/ijerph20065027

Kim, N., Chun, E., & Ko, E. (2017). Country of origin effects on brand image, brand evaluation, and purchase intention: A closer look at Seoul, New York, and Paris fashion collection. International Marketing Review, 34(2), 254–271. https://doi.org/10.1108/IMR-03-2015-0071

Lie, C. L., & Bernarto, I. (2019). The effects of country of origin, perceived quality and brand image on the purchase intention of Etude House Cosmetics. Business and Management Horizons, 7(2), 36–49. https://doi.org/10.5296/bmh.v7i2.15324

Listiana, E. (2012). Pengaruh country of origin terhadap perceived quality dengan moderasi etnosentris konsumen. Jurnal Administrasi Bisnis, 8(1), 21–47.

Merabet, A. (2020). The effect of country‐of‐origin image on purchase intention. The mediating role of perceived quality and perceived price. European Journal of Business & Management Research, 5(6), 1–4. https://doi.org/10.24018/ejbmr.2020.5.6.589

Nora, L., & Minarti, N. S. (2016). The role of religiosity, lifestyle, attitude as determinant purchase intention. In the 2nd International Multidisciplinary Conference (pp. 135–148).

Prabowo, P. K., Brahmasari, I. A., & Suryani, T. (2019). The effect of country of origin on brand image, perceived quality, and purchase intention of hydraulic excavator for limestone quarry in east java Indonesia. Archives of Business Research, 7(12), 83–98.

Pramitha, T. (2021). Pengaruh country of origin, brand image dan brand awareness terhadap purchase intention. Jurnal Manajemen Bisnis dan Kewirausahaan, 5(5), 453–458. https://doi.org/10.5267/j.ijdns.2021.9.009

Prasasti, A., Parahiyanti, C. R., Dewi, Y. R., Wahyudi, H. D., & Wilujeng, I. P. (2020). The influence of country of origin and brand image towards perceived quality of online games. International Journal of Multicultural and Multireligious Understanding, 7(11), 361–372.

Putra, I. B. O. K., & Suprapti, N. W. S. (2019). Pengaruh persepsi asal negara (country of origin) terhadap niat beli yang dimediasi citra merek. E-Jurnal Manajemen Universitas Udayana, 8(8), 5240–5266. https://doi.org/10.24843/ejmunud.2019.v08.i08.p21

Santika, E. F. (2023, October 6). Ini jenis kain dan pakaian yang diimpor dari luar negeri per Juli 2023. Databoks. https://databoks.katadata.co.id/datapublish/2023/10/06/ini-jenis-kain-dan-pakaian-yang-diimpor-dari-luar-negeri-per-juli-2023

Santoso, I., & Madiistriyatno, H. (2021). Metodologi penelitian kuantitatif. Indigo Media.

Saraswati, A. R., & Giantari, I. G. A. K. (2022). Brand image mediation of product quality and electronic word of mouth on purchase decision. International Research Journal of Management, IT & Social Sciences, 9(1), 97–109. https://doi.org/10.21744/irjmis.v9n1.2012

Savitri, C., Hurriyati, R., Wibowo, L. A., & Hendrayati, H. (2022). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6, 185–192. https://doi.org/10.5267/j.ijdns.2021.9.009

Setyowati, D. (2020, October 27). Mewaspadai banjir impor baju dan sepatu di e-commerce. Katadata. https://katadata.co.id/desysetyowati/digital/5f9769d0f2ba5/mewaspadai-banjir-impor-baju-dan-sepatu-di-e-commerce

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Admin BFI. (2024, February 1). The functions of branding & brand image in building business. BFI Finance. https://www.bfi.co.id/en/blog/ini-fungsi-branding-and-brand-image-dalam-membangun-bisnis#:~:text=Branding%20and%20brand%20image%20play,foundation%20for%20long%2Dterm%20success

Agustina, N. A., Sumowo, S., & Wijayantini, B. (2018). Pengaruh kualitas produk, citra merek, dan harga terhadap keputusan pembelian. Jurnal Penelitian Ipteks, 3(2), 186–196.

Annur, C. M. (2022, March 18). Baju impor makin merajalela, dari mana asal impor tekstil RI? Databoks. https://databoks.katadata.co.id/datapublish/2022/03/18/baju-impor-makin-merajalela-dari-mana-asal-impor-tekstil-ri

Alwan, M., & Alshurideh, M. T. (2022). The effect of digital marketing on purchase intention: Moderating effect of brand equity. International Journal of Data and Network Science, 6, 837–848. https://doi.org/10.5267/j.ijdns.2022.2.012

Athapaththu, J. C., & Kulathunga, D. (2018). Factors affecting online purchase intention: Effects of technology and social commerce. International Business Research, 11(10), 111–128. https://doi.org/10.5539/ibr.v11n10p111

Creux-Martelli, A., Riemens, J., & Lemieux, A. A. (2023). An exploratory investigation of garments’ production Countries of Origin (COOs) disclosure to consumers. Sustainability, 15(8), 1–15. https://doi.org/10.3390/su15086927

Darmawan, R. D., Samuel, H., & Wijaya, S. (2021). Country-of-origin image and its effect on purchase intention: A study on a Chinese smartphone brand. In 2nd International Conference on Business and Management of Technology (ICONBMT 2020) (pp. 308–314). Atlantis Press. https://doi.org/10.2991/aebmr.k.210510.048

Elarbah, L. A., & Shebli, N. (2020). The relationship between country-of-origin and quality of the product and buying decision: A case study of the Turkish clothes on Libyan market. The International New Issues in Social Sciences, 8(1), 93–114.

Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772–785. https://doi.org/10.1108/IntR-06-2016-0164

Garcia-De los Salmones, M. D. M., Herrero, A., & San Martin, H. (2022). The effects of macro and micro country image on consumer brand preferences. Journal of International Consumer Marketing, 34(2), 137–150. https://doi.org/10.1080/08961530.2021.1922962

Ghozali, I., & Latan, H. (2015). Partial least squares konsep, teknik dan aplikasi menggunakan program SmartPLS 3.0 untuk penelitian empiris. Badan Penerbit Universitas Diponegoro.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications Inc.

Hamid, R. S., & Anwar, S. M. (2019). Structural Equation Modeling (SEM) berbasis varian: Konsep dasar dan aplikasi dengan program SmartPLS 3.2.8 dalam riset bisnis. PT Inkubator Penulis Indonesia.

Hien, N. N., Phuong, N. N., Tran, T. V., & Thang, L. D. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management Science Letters, 10, 1205–1212. https://doi.org/10.5267/j.msl.2019.11.038

Islamiati, W. (2023, March 1). Impor pakaian dan sepatu bekas membanjir, Indonesia tak punya aturan ketat. Bisnis.com. https://ekonomi.bisnis.com/read/20230301/257/1632803/impor-pakaian-dan-sepatu-bekas-membanjir-indonesia-tak-punya-aturan-ketat

Juhaeri. (2018). The influence of brand image, service quality, price perception and trust on the purchase decision of welding workshop welding www.Kanopirumah.com. PINISI Discretion Review, 2(1), 17–24. https://doi.org/10.26858/pdr.v2i1.13219

Kim, L., Pongsakornrungsilp, S., Pongsakornrungsilp, P., Jindabot, T., & Kumar, V. (2023). Why do customers want to buy COVID-19 medicines? Evidence from Thai citizens. International Journal of Environmental Research and Public Health, 20(6), 1–14. https://doi.org/10.3390/ijerph20065027

Kim, N., Chun, E., & Ko, E. (2017). Country of origin effects on brand image, brand evaluation, and purchase intention: A closer look at Seoul, New York, and Paris fashion collection. International Marketing Review, 34(2), 254–271. https://doi.org/10.1108/IMR-03-2015-0071

Lie, C. L., & Bernarto, I. (2019). The effects of country of origin, perceived quality and brand image on the purchase intention of Etude House Cosmetics. Business and Management Horizons, 7(2), 36–49. https://doi.org/10.5296/bmh.v7i2.15324

Listiana, E. (2012). Pengaruh country of origin terhadap perceived quality dengan moderasi etnosentris konsumen. Jurnal Administrasi Bisnis, 8(1), 21–47.

Merabet, A. (2020). The effect of country‐of‐origin image on purchase intention. The mediating role of perceived quality and perceived price. European Journal of Business & Management Research, 5(6), 1–4. https://doi.org/10.24018/ejbmr.2020.5.6.589

Nora, L., & Minarti, N. S. (2016). The role of religiosity, lifestyle, attitude as determinant purchase intention. In The 2nd International Multidisciplinary Conference (pp. 135–148).

Prabowo, P. K., Brahmasari, I. A., & Suryani, T. (2019). The effect of country of origin on brand image, perceived quality, and purchase intention of hydraulic excavator for limestone quarry in east java Indonesia. Archives of Business Research, 7(12), 83–98.

Pramitha, T. (2021). Pengaruh country of origin, brand image dan brand awareness terhadap purchase intention. Jurnal Manajemen Bisnis dan Kewirausahaan, 5(5), 453–458. https://doi.org/10.5267/j.ijdns.2021.9.009

Prasasti, A., Parahiyanti, C. R., Dewi, Y. R., Wahyudi, H. D., & Wilujeng, I. P. (2020). The influence of country of origin and brand image towards perceived quality of online games. International Journal of Multicultural and Multireligious Understanding, 7(11), 361–372.

Putra, I. B. O. K., & Suprapti, N. W. S. (2019). Pengaruh persepsi asal negara (country of origin) terhadap niat beli yang dimediasi citra merek. E-Jurnal Manajemen Universitas Udayana, 8(8), 5240–5266. https://doi.org/10.24843/ejmunud.2019.v08.i08.p21

Santika, E. F. (2023, October 6). Ini jenis kain dan pakaian yang diimpor dari luar negeri per Juli 2023. Databoks. https://databoks.katadata.co.id/datapublish/2023/10/06/ini-jenis-kain-dan-pakaian-yang-diimpor-dari-luar-negeri-per-juli-2023

Santoso, I., & Madiistriyatno, H. (2021). Metodologi penelitian kuantitatif. Indigo Media.

Saraswati, A. R., & Giantari, I. G. A. K. (2022). Brand image mediation of product quality and electronic word of mouth on purchase decision. International Research Journal of Management, IT & Social Sciences, 9(1), 97–109. https://doi.org/10.21744/irjmis.v9n1.2012

Savitri, C., Hurriyati, R., Wibowo, L. A., & Hendrayati, H. (2022). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6, 185–192. https://doi.org/10.5267/j.ijdns.2021.9.009

Setyowati, D. (2020, October 27). Mewaspadai banjir impor baju dan sepatu di e-commerce. Katadata. https://katadata.co.id/desysetyowati/digital/5f9769d0f2ba5/mewaspadai-banjir-impor-baju-dan-sepatu-di-e-commerce

Kumparan. (2023, July 31). Demografi Generasi Z di Indonesia beserta karakteristiknya. https://kumparan.com/pengetahuan-umum/demografi-generasi-z-di-indonesia-beserta-karakteristiknya-20tlbbulJsL/full

Wibowo, S. A., Rizan, M., & Febrilia, I. (2021). The influence of country of origin and brand image on purchase intention of OPPO smartphone with perceived quality as intervening variables. Jurnal Dinamika Manajemen dan Bisnis, 4(1), 32–60. https://doi.org/10.21009/JDMB.04.1.2

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Published

2024-02-20
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