Millennials’ purchasing behavior toward fashion clothing brands: influence of brand awareness and brand schematicity

Abstract

PurposeThe purpose of this research is to investigate the millennial consumers’ purchasing behavior of fashion clothing brands in the spectrum of brand awareness, brand schematicity with brand consciousness and brand nationality. This study mainly considered the millennial consumers as they are the most dynamic and discerning segment when choosing a distinct fashion brand.Design/methodology/approachThe study uses a well-structured questionnaire developed and distributed to 266 millennial respondents using shoping malls and university campus intercept methods. Data were analyzed by applying the structural equation modeling.FindingsThe results show that brand awareness has a mediating effect on the millennials’ purchasing behavior toward fashion clothing brands. The study also confirms the active moderation role of brand schematicity on the purchasing behavior toward fashion clothing brands.Practical implicationsBased on these findings, the fashion clothing retailers should aim to maximize their sales from the millennial segments by enhancing brand awareness. The schematic consumers are more engaged in the numbers of quality hints to make their choice on the fashion clothing brands. Therefore, the practitioners must consider such information, and that should be available in the fashion clothing retail outlets.Originality/valueThe study contributes to the existing literature of the millennials’ purchasing behavior toward the fashion clothing brands. Moreover, research on this segment related to brand awareness and brand schematicity is insufficient, and the current study may add significant value.

Perilaku Pembelian Merek Fast Fashion Pada Generasi Milenial Di Indonesia

“…Dalam hal ini konsep brand menjadi penting sebagai daya tarik dalam keputusan pembelian konsumen. Konsep brand yang dimaksud yaitu seperti brand awareness, brand consciousness, brand nationality dan brand schematicity (Rahman et al 2020). Brand awareness adalah kemampuan konsumen untuk mengingat suatu merek pada kategori produk tertentu (Ramadayanti, 2019;Chandra dan Keni, 2019).…”

“…Variabel penelitian ini diadopsi dari penelitian (Rahman et al 2020) dan (Dewi and Giantari, 2015). Sedangkan instrumen penelitian diadopsi dari : (1) brand awareness (Yoo dan Donthu, 2001); (2) brand consciousness (Giovannini et al 2015); (3) brand nationality (Mohd et al 2007); (4) brand schematicity (Lia Zarantonello and Pauwels-Delassus, 1992); (5) millennial's purchase behaviour (Caruana, 2002); (6) store atmosphere (Yoon, 2013;Dewi dan Giantari, 2015;Wijaya, 2019).…”

“…Pemberian skor kuisioner penelitian ini menggunakan skala Likert lima poin (Sekaran dan Bougie, 2016). Penggunaan skala Likert lima poin mengacu pada penelitian Rahman et al (2020). Indikator dalam penelitian ini sebanyak 35 pernyataan tetapi hanya 23 pernyataan yang dapat digunakan setelah dilakukan uji validitas.…”

“…(1) Brand awareness mempunyai pengaruh yang signifikan terhadap keputusan dan perilaku pembelian (Ramadayanti, 2019;Rahman et al 2020); (2) Brand consciousness diidentifikasi memiliki pengaruh positif terhadap perilaku pembelian konsumen (Gan et al 2008;Jadhav dan Khanna, 2016;Rahman et al 2020);…”

“…(3) Brand nationality dengan citra produk yang disukai memiliki efek langsung pada kepercayaan konsumen dan dapat mempengaruhi perilaku pembelian konsumen (Chang dan Fan, 2017;Rahman et al 2020);…”