THE INFLUENCE OF INTERNATIONAL BRANDS IN SHAPING GEN- Z’S PURCHASING BEHAVIOUR IN INDONESIA IN THE SPORTSWEAR INDUSTRY

• Main Author: Aulia Rahman, Bima
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85817
• Institution: Institut Teknologi Bandung

This thesis investigates the influence of international sportswear brands on the purchasing behaviour of Indonesian consumers. Employing a quantitative approach, the study explores how brand trust, promotions, brand image, and advertising affect consumer decisions within the Indonesian sportswear market. Data was collected through a self-administered questionnaire distributed via various channels, including social media, email, and academic organizations. A total of 173 participants completed the survey, with the majority falling within the age groups of 15-24 and 25-34 and representing a relatively balanced mix of genders. Descriptive statistics were used to analyse the demographic data and the responses on the questionnaire, which employed a Likert scale format. The internal consistency of the questionnaire was assessed using Cronbach's Alpha, revealing good reliability for Brand Trust, Brand Image, and Advertisement measures, while Promotion required further refinement. Multiple regression analysis was conducted to examine the relationships between the independent variables (brand trust, promotions, brand image, and advertising) and the dependent variable (purchase behaviour). The results indicated that brand trust has the strongest positive influence on purchase behaviour, followed by promotions. Interestingly, brand image and advertising did not exhibit statistically significant relationships with purchase behaviour. These findings offer valuable insights for international sportswear brands seeking to expand or refine their strategies in Indonesia. The emphasis on brand trust underscores the importance of building customer loyalty through high-quality products, excellent customer service, and potentially collaborating with prominent local athletes or fitness personalities. The study also highlights the potential influence of cultural factors on consumer behaviour. Indonesian consumers may prioritize functionality, value consciousness, and technical aspects of the product (breathability, durability, performance) over brand image or extensive advertising campaigns. This suggests a need for international brands to tailor their marketing strategies to resonate with these local preferences. While the study provides valuable insights, it acknowledges certain limitations. The sample population, restricted to Indonesian respondents, may not fully represent the broader Indonesian consumer base. Future research could benefit from a geographically and socioeconomically more diverse sample. Additionally, self-reported data is susceptible to social desirability bias. Incorporating observational methods or in-depth interviews could provide a more nuanced understanding of consumer decision-making processes. Furthermore, the study focused on a specific set of variables. It did not explore the potential influence of social media trends, cultural events, or specific product features. Expanding the scope of variables in future research could offer a more comprehensive picture of consumer behaviour. Finally, the cross-sectional design of the study limits the ability to establish causal relationships. Longitudinal studies tracking consumer behaviour over time could provide a stronger understanding of cause-and-effect dynamics. This thesis contributes to the understanding of how international sportswear brands influence purchasing behaviour in the Indonesian market. By highlighting the importance of brand trust, value consciousness, and product functionality, the research offers valuable guidance for international brands seeking to gain a competitive edge. The study also emphasizes the need to consider cultural nuances and tailor marketing strategies accordingly. Future research, incorporating the suggested improvements, can build upon this foundation and provide even deeper insights for international sportswear brands operating in the Indonesian market.