Short answer
Design and marketing efforts should strategically emphasize and build upon positive country of origin associations, robust brand identity, and demonstrable product quality to capture the attention and purchasing power of Indonesian Gen Z.
- Field
- Innovation & Markets
- Source
- Binus Business Review (2024)
- Method
- Quantitative research using Structural Equation Modelling (SEM-PLS).
- Sample
- 412 participants
- Evidence
- Strong effect
For fashion brands targeting Indonesian Gen Z in Jakarta, a strong country of origin perception, coupled with a positive brand image and high perceived quality, significantly boosts purchase intention. This innovation & markets research insight is drawn from a 2024 study published in Binus Business Review. Using Quantitative research using structural equation modelling (sem-pls). with 412 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design and marketing efforts should strategically emphasize and build upon positive country of origin associations, robust brand identity, and demonstrable product quality to capture the attention and purchasing power of Indonesian Gen Z.
Country of Origin, Brand Image, and Perceived Quality Drive Gen Z Purchase Intent in Jakarta's Fashion Market
For fashion brands targeting Indonesian Gen Z in Jakarta, a strong country of origin perception, coupled with a positive brand image and high perceived quality, significantly boosts purchase intention.
Binus Business Review · 2024
Key Findings
- 01Country of origin has a significant positive influence on brand image.
- 02Country of origin has a significant positive influence on perceived quality.
- 03Brand image significantly influences purchase intention.
- 04Perceived quality significantly influences purchase intention.
- 05Country of origin indirectly influences purchase intention through brand image and perceived quality.
Application
Design takeaway
Design and marketing efforts should strategically emphasize and build upon positive country of origin associations, robust brand identity, and demonstrable product quality to capture the attention and purchasing power of Indonesian Gen Z.
How to apply
When designing marketing collateral or product positioning for the Indonesian market, consider how to best communicate the origin of your products and reinforce perceptions of high quality and desirable brand attributes.
Project actions
- 01When researching consumer preferences, consider how national origin perceptions might influence brand perception and quality judgments.
- 02If your design project involves a specific market, investigate existing perceptions of that market's origin and how they might affect consumer choices.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes a robust statistical method (SEM-PLS) for complex relationship analysis.
- +Focuses on a specific, influential demographic (Gen Z) in a key market (Jakarta).
Limitations
The findings may not apply to older generations or consumers outside of Jakarta. The study focuses solely on casual fashion, so results might differ for formal wear or luxury goods.
Reliability & validity
The use of SEM-PLS and a large sample size contributes to the reliability and validity of the findings regarding the proposed relationships between variables.
Think critically
How might the perceived 'country of origin' differ for global brands versus local Indonesian brands, and how would this impact the findings?
Design Principles
"Leverage national identity and brand equity as drivers of consumer preference in competitive markets."
Understanding the interplay of these factors is crucial for developing effective marketing strategies in a competitive fashion landscape. By leveraging positive national perceptions and investing in brand building and quality assurance, businesses can better resonate with the preferences of this influential consumer demographic.
What This Means for Your Design
For fashion brands selling to young people in Jakarta, making sure people feel good about where the clothes are made, the brand itself, and the quality of the clothes is super important for getting them to buy.
How to use in your project
- 1.Use this study to justify investigating the impact of country of origin on brand image and purchase intention in your own design project.
- 2.Cite this research when discussing how brand image and perceived quality mediate the relationship between origin and consumer behavior.
Add to My Project
Quick Cite
Paragraph starter
This research by Heriyati et al. (2024) demonstrates that for Indonesian Gen Z in Jakarta, the country of origin significantly influences both brand image and perceived quality, which in turn positively impacts purchase intention within the casual fashion market. This suggests that a strategic emphasis on national origin perception, alongside robust brand building and quality assurance, is vital for market penetration and success.
Source
Binus Business Review
Jakarta’s Generation Z and Local Fashion Industry: Unveiling the Impact of Brand Image, Perceived Quality, and Country of Origin
journal · 2024
View sourceQuestions About This Research
- What does the research say about country of origin, brand image, and perceived quality drive gen z purchase intent in jakarta's fashion market?
- Design and marketing efforts should strategically emphasize and build upon positive country of origin associations, robust brand identity, and demonstrable product quality to capture the attention and purchasing power of Indonesian Gen Z. Evidence: Binus Business Review (2024).
- Why does "Country of Origin, Brand Image, and Perceived Quality Drive Gen Z Purchase Intent in Jakarta's Fashion Market" matter for design?
- Understanding the interplay of these factors is crucial for developing effective marketing strategies in a competitive fashion landscape. By leveraging positive national perceptions and investing in brand building and quality assurance, businesses can better resonate with the preferences of this influential consumer demographic.
- How can designers apply this research?
- Design and marketing efforts should strategically emphasize and build upon positive country of origin associations, robust brand identity, and demonstrable product quality to capture the attention and purchasing power of Indonesian Gen Z.
- What were the main findings?
- Country of origin has a significant positive influence on brand image.. Country of origin has a significant positive influence on perceived quality.. Brand image significantly influences purchase intention.. Perceived quality significantly influences purchase intention.
- What research method was used?
- Quantitative research using Structural Equation Modelling (SEM-PLS). with 412 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2024 journal from Binus Business Review.
- What should I do differently in my next project?
- When designing marketing collateral or product positioning for the Indonesian market, consider how to best communicate the origin of your products and reinforce perceptions of high quality and desirable brand attributes.
- What are the limitations?
- The study is limited to Gen Z in Jakarta and the casual fashion sector, potentially limiting generalizability to other demographics, regions, or fashion segments. Qualitative methods were not employed for deeper consumer insights.