Local Clothing Purchase Decisions among Students in Palembang under the Influence of Imported Apparel: Lifestyle, Expected Value, and Price Perception through Brand Image

Authors

  •  Hamid Halin  Program Studi Doktor (S3) Ilmu Manajemen Sekolah Pascasarjana Universitas Pakuan
  •  Nandan Limakrisna  Program Studi Doktor (S3) Ilmu Manajemen Sekolah Pascasarjana Universitas Pakuan
  •  Agus Setyo Pranowo  Program Studi Doktor (S3) Ilmu Manajemen Sekolah Pascasarjana Universitas Pakuan

DOI:

https://doi.org/10.61930/jebmak.v4i3.1325

Keywords:

Purchasing Decision, Lifestyle, Expected Value, Price Perception, Brand Image

Abstract

This study analyzes the dynamics of local clothing purchasing decisions by students in Palembang amidst the dominance of imported products. Despite the widespread campaign to support domestic products, young consumers' preferences for local products still face challenges. The novelty of this study lies in testing a comprehensive structural model that integrates Lifestyle , Expected Value , and Price Perception as predictor variables, with Brand Image as a mediating variable on Purchase Decisions . Data were collected from 366 student respondents in Palembang and analyzed using Structural Equation Modeling (SEM). The results showed that Brand Image significantly mediated the influence of the three independent variables ( Lifestyle , Expected Value , and Price Perception ) on Purchase Decisions . Empirically, Brand Image has the strongest direct influence on Purchase Decisions (path coefficient 0.390) compared to other variables. This finding confirms that in the context of purchasing local fashion products , price and value factors must be managed through strengthening brand image first. Managerial implications suggest that local producers should prioritize investment in strong branding strategies that align with consumer lifestyles.

Downloads

Download data is not yet available.

References

Cupian, Khairunisa, L., & Annisa Noven, S. (2023). The Influence of Lifestyle, Islamic Branding, and E-Service Quality on Online Purchase Decisions for Muslim Fashion Products Through Instagram (A Study of the Muslim Community in West Java Province). Journal of Islamic Economics, 9(1), 152–161

Gustiawan, D. (2024). Product and Brand Management. PT Indonesia Delapan Kreasi Nusa.

Indriani. (2023). The Influence of Brand Image and Sales Promotion on Repurchase Interest in the Shopee Application. STIE PGRI Dewantara Jombang.

Irianda, D., & Yamini, EA (2023). The Influence of Product Quality and Price on Xiaomi Mobile Phone Purchasing Decisions (A Study of Xiaomi Mobile Phone Consumers at Aisyiyah University, Yogyakarta). Management: Journal of Economics, 5(1), 47–58

Jacobs, S., & Patty, AC (2024). The Influence of Emotional Intelligence and Behavioral Control on Career Interest in Becoming a Public Accountant (An Empirical Study of Accounting Students of the Faculty of Economics and Business, Pattimura University). Journal of Applied Administration, 3(2), 531–545.

Kaur, A., & Malik, G. (2015). A Study Of Consumers' Preferences In Choosing International Apparel Brands In Delhi. Pacific Business Review International, 7(8)

Latan, H., & Ghozali, I. (2012). Partial Least Square: Concept, Technique, and Application of SmartPLS 2.0 M3. Semarang: Diponegoro University Publishing Agency.

Marlius, D., & Jovanka, N. (2023). The Influence of Price and Promotion on Consumer Purchasing Decisions at Hasanah Mart Air Haji. Jurnal Economina, 2(2), 476–490.

Maulana, AA, & Hadita, H. (2024). The Influence of Product Quality and Service Quality on Customer Satisfaction at Tuku Coffee Shop, North Bekasi. Journal of Management and Creative Business, 2(1), 108–11

Nisak, & Sulistyowati, T. (2022). Consumptive Lifestyle of Female Students in Fashion Trends (Case Study of Female Students Majoring in Management at Lamongan Islamic University). Journal of Applied Social Humanities, 4(2), 86–96.

Rahman, A. (2019). The Influence of Brand Image and Price on Nike Shoe Purchase Decisions (A Case Study on Students of the Faculty of Islamic Economics and Business, IAIN Padang Sidimpuan). IAIN Padang Sidimpuan.

Yunaida, E. (2018). The Influence of Brand Image on Consumer Loyalty of Evalube Lubricating Oil Products in Langsa City. Journal of Management and Finance, 6(2), 798–807.

Yuriananda, AV, & Mahargiono, PB (2023). The Influence of Lifestyle and Product Quality on iPhone Smartphone Purchasing Decisions Through Brand Image as an Intervening Variable in STIESIA Students. Journal of Management Science and Research (JIRM), 12(4).

Yusran, HL, Khotijah, N., Judijanto, L., Apriyanto, A., Kushariyadi, K., Hidayah, N., Nora, L., Pracoyo, A., Amran, E., & Kusumastuti, SY (2025). Consumer Behavior: Building Marketing Strategies. PT. Sonpedia Publishing Indonesia.

Downloads

Published

2025-12-14

How to Cite

Hamid Halin, Nandan Limakrisna, & Agus Setyo Pranowo. (2025). Local Clothing Purchase Decisions among Students in Palembang under the Influence of Imported Apparel: Lifestyle, Expected Value, and Price Perception through Brand Image. Jurnal Ekonomi Bisnis, Manajemen Dan Akuntansi, 4(3), 867–890. https://doi.org/10.61930/jebmak.v4i3.1325

Issue

Vol. 4 No. 3 (2025): Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi

Section

Articles

License

Copyright (c) 2025 Hamid Halin, Nandan Limakrisna, Agus Setyo Pranowo

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.