IMPACT OF APPAREL’S AESTHETIC DIMENSION AND ETHNOCENTRISM ON YOUNG WOMEN’S ONLINE CONSUMER BEHAVIOR IN INDONESIA

• Main Author: UTAMI (NIM: 27115010), RARA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30230
• Institution: Institut Teknologi Bandung

The broaden usage of internet since few years ago has a direct impact on the shift of consumer’s <br /> <br /> behavior from traditional (offline) to modern (online). That change forms a close relation with how <br /> <br /> consumer evaluate products before buying them – including apparel. Apparel has an intrinsict and <br /> <br /> extrinsict factors within it, thus required a high involvement on shopping acitivity. An intrinsict <br /> <br /> factor within apparel including aesthetic dimension which has five sub-dimensions namely visual <br /> <br /> and form quality, social, sensory, creativity and properties of technical skillfulness while the <br /> <br /> extrinsict factors within apparel including consumer’s ethnocentrism – a consumer’s tendency on <br /> <br /> buying local products rather than global ones. Thus this research aims to measure the impact of <br /> <br /> aesthetic dimension on apparel and ethnocentrism to young woman’s online shopping behaviour, <br /> <br /> especially on buying local fashion brand. <br /> <br /> To measure and understand underlying factors of online local fashion brand by young-adults <br /> <br /> woman consumers, there’s three main focus on this research which are apparel aesthetic dimension, <br /> <br /> consumer’s ethnocentrism and online shopping behavior. To answer all of the research’s questions a <br /> <br /> mix methods between quantitative and qualitative will be employed. The quantitative method aims <br /> <br /> to discuss the relation between ethnocentrism and apparel aesthetic dimension while the qualitative <br /> <br /> methods will be used to understands other factors that influence Indonesian’s young woman <br /> <br /> consumers. <br /> <br /> The results of this research indicates that the apparel’s aesthetic dimension – especially subdimension <br /> <br /> visual and form quality has a significant impact on online shopping behavior while <br /> <br /> ethnocentrism has little to no impact. Furthermore, this research reveals that uniqueness and value <br /> <br /> are two other factors that has a major role on buying decision. Hopefully the result of this study <br /> <br /> could be used either by government or other stakeholders to develop the fashion industry in <br /> <br /> Indonesia – especially the Small Medium Enterprises (SME) to raise it’s competitiveness with <br /> <br /> global brands. <br />