Determining Consumer Purchase Decisions For Product Imitation In Developing Countries

Khoirun Nisa Bahri (), Ratih Hurriyati, Bambang Widjajanta, Agus Rahayu, Lili Adi Wibowo, Vanessa Gaffar and Candra Taufik
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Khoirun Nisa Bahri: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Bambang Widjajanta: Universitas Pendidikan Indonesia
Agus Rahayu: Universitas Pendidikan Indonesia
Lili Adi Wibowo: Universitas Pendidikan Indonesia
Vanessa Gaffar: Universitas Pendidikan Indonesia
Candra Taufik: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 558-566 from Springer

Abstract: Abstract This study aimed to determine the effect of customer loyalty, brand image, and price on purchasing decisions for Umama Scarves hijab products, which are imitation products from the Buttonscarves hijab brand. This research was conducted in West Java, Indonesia. The sampling technique used in this research is non-probability sampling with purposive sampling. The sample criteria are loyal Buttonscarves customers aged 18-45 years who have purchased Umama premium scarve products. Data analysis using multiple linear regression. The dependent variable in this study is purchase decision, and the independent variables are customer loyalty, price, and brand image. This research shows that purchasing decisions are simultaneously influenced by customer loyalty, brand image, and price. Meanwhile, the partial test results show that brand image and price affect purchasing decisions, while customer loyalty does not affect purchasing decisions on imitation products in developing countries. Therefore, Umama Scarves must consider the brand image and price variables in influencing purchasing decisions.

Keywords: Purchase Decisions; Product Imitation; Brand Image; Customer Loyalty; Price (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-443-3_73

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