PENGARUH FASHION INVOLVEMENT DAN VISUAL BRANDING TERHADAP KEPUTUSAN PEMBELIAN BRAND H&M DI SURABAYA

Abstract

One of the reasons for changes in progress in the development of fashion is also because people are increasingly aware of how important fashion is. Since it is easier for people to learn about new trends, they are changing the way they dress. Fashion involvement in people's lifestyles and behavior is triggered by the high level of fashion involvement. Someone with a high level of fashion involvement will think of himself as someone who lives a modern lifestyle and must be aware of being involved in fashion or creating fashion products. One's involvement with fashion (accessories) because of one's needs, values, and interest in the product is called fashion involvement (Fashion Involvement). Not only from Fashion Involvement, but awareness of fashion can be seen from Visual Branding, which is a graphic image and information that expresses the identity of a brand and what differentiates it from the others. Simply put, visual branding is everything that can be physically seen by the audience, be it logos to product packaging from a brand. This study aims to find out and analyze how the influence of Fashion Involvement and Visual Branding on Purchasing Decisions for H&M Brands in Surabaya. In this study, the researcher distributed e-cursions using a Google form to 100 respondents as a research instrument. The method used in this study was a quantitative method. The results of this study conclude that there is a positive and significant influence both partially and simultaneously from Fashion Involvement and Visual Branding on Purchasing Decisions of H&M Brands in Surabaya.