Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Consumer Buying Decision Determinant: Local Fashion Brand

Author(s): Maranatha Wijayaningtyas, Wahyudi Wibowo, Kukuh Lukiyanto

The development of local brands in Indonesia has overgrown in this decade. Indonesian people already have an awareness of the importance of using domestic products. One of the local products that are in demand is watches with the Lancelot brand. When deciding to buy a product, consumers are influenced by many factors, especially new local brands. So, this study aims to determine the extent to which Brand Trust, Brand Image, Product Quality, and Price affect consumer decisions to buy Lancelot brand watches. Quantitative methods were used in this study with a survey distributing online questionnaires; it was found that 233 respondents had bought this local product. From the results of statistical analysis, it was found that all the factors tested had a positive and significant influence on consumers in determining local brand purchasing decisions. The implication of this research is to provide evidence to local brand producers to increase consumer confidence by maximizing the image and product quality and conformity with the price.

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