Analysis of the Influence of Brand Advertising and Brand Attachment on Consumer Purchasing Decisions in the Fashion Industry

Azizah, Zainab; Al Adawiyah, Rumaisah Azizah; Mussanadah, Atik Ul

doi:10.15294/maj.v13i3.24105

Jurnal

Analysis of the Influence of Brand Advertising and Brand Attachment on Consumer Purchasing Decisions in the Fashion Industry

Management Analysis Journal · Vol. 13 No. 3 (2024) · hlm. 338–344

DOI: 10.15294/maj.v13i3.24105
ISSN: 2502-1451, 2252-6552
Terbit: 2024-09-30
Penerbit: Universitas Negeri Semarang
Bahasa: eng

Abstrak

This study aims to analyze the influence of brand advertising and brand attachment on consumer purchasing decisions in the fashion industry. This study is motivated by the importance of understanding marketing strategies that can drive consumer behavior amidst increasingly competitive brand competition. A quantitative approach was used in this study, with a survey method through online questionnaire distribution to randomly selected respondents. A total of 172 valid respondents participated in this study. Data analysis was carried out using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique through SmartPLS software. The results showed that brand advertising had a significant effect on brand attachment (β = 0.628; T = 14.79; p <0.001) and on purchasing decisions (β = 0.377; T = 4.22; p <0.001). In addition, brand attachment also had a significant effect on purchasing decisions (β = 0.238; T = 2.35; p = 0.019). These findings indicate that effective advertising strategies can not only increase consumer brand attachment but also directly and indirectly drive purchasing decisions. Therefore, companies in the fashion industry need to integrate emotional approaches in advertising to strengthen brand attachment and create consumer loyalty.

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12 penulis · 23 tautan kepenulisan bersama · 6 lintas organisasi

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State University of Semarang
Indonesia University of Education
Diponegoro University

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Tampilkan sebagai tabel

Rekan penulis	Organisasi	Artikel bersama
M. Andi Auliya Hakim	State University of Semarang	1
Sri Runtiningsih	State University of Semarang	1
Surya Raharja	Diponegoro University	1
Maylia Pramono Sari	State University of Semarang	1
Agung Yulianto	State University of Semarang	1
Arumawan Mei Saputra	State University of Semarang	1
Ida Maftukhah	State University of Semarang	1
Fredianaika Istanti	State University of Semarang	1
Nadia Ingrida Kusuma	State University of Semarang	1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/maj/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.

Metadata asli (oai_dc)

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	<dc:title xml:lang="en">Analysis of the Influence of Brand Advertising and Brand Attachment on Consumer Purchasing Decisions in the Fashion Industry</dc:title>
	<dc:creator xml:lang="en">Azizah, Zainab</dc:creator>
	<dc:creator xml:lang="en">Al Adawiyah, Rumaisah Azizah</dc:creator>
	<dc:creator xml:lang="en">Mussanadah, Atik Ul </dc:creator>
	<dc:subject xml:lang="en">Brand Advertising</dc:subject>
	<dc:subject xml:lang="en">Brand Attachment</dc:subject>
	<dc:subject xml:lang="en">Purchase Decision</dc:subject>
	<dc:subject xml:lang="en">Fashion Industry</dc:subject>
	<dc:subject xml:lang="en">SMARTPLS</dc:subject>
	<dc:description xml:lang="en">This study aims to analyze the influence of brand advertising and brand attachment on consumer purchasing decisions in the fashion industry. This study is motivated by the importance of understanding marketing strategies that can drive consumer behavior amidst increasingly competitive brand competition. A quantitative approach was used in this study, with a survey method through online questionnaire distribution to randomly selected respondents. A total of 172 valid respondents participated in this study. Data analysis was carried out using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique through SmartPLS software. The results showed that brand advertising had a significant effect on brand attachment (β = 0.628; T = 14.79; p &amp;lt;0.001) and on purchasing decisions (β = 0.377; T = 4.22; p &amp;lt;0.001). In addition, brand attachment also had a significant effect on purchasing decisions (β = 0.238; T = 2.35; p = 0.019). These findings indicate that effective advertising strategies can not only increase consumer brand attachment but also directly and indirectly drive purchasing decisions. Therefore, companies in the fashion industry need to integrate emotional approaches in advertising to strengthen brand attachment and create consumer loyalty.</dc:description>
	<dc:publisher xml:lang="en">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2024-09-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
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	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/journals/maj/article/view/24105</dc:identifier>
	<dc:identifier>10.15294/maj.v13i3.24105</dc:identifier>
	<dc:source xml:lang="en">Management Analysis Journal; Vol. 13 No. 3 (2024): Special Edition; 338-344</dc:source>
	<dc:source>2502-1451</dc:source>
	<dc:source>2252-6552</dc:source>
	<dc:source>10.15294/maj.v13i3</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/journals/maj/article/view/24105/4102</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2024 Management Analysis Journal</dc:rights>
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