The Influence Of The Lifestyle Of The Minded Brand And The Conformity Group On The Intention Of Buying Artificial Fashion In Women In The City Of Medan

by ADMIN 152 views

The Influence of Minded Brand Lifestyle and Conformity Group on the Intention to Buy Artificial Fashion in Women in Medan City

Introduction

In today's fast-paced world, consumer behavior is influenced by various factors, including lifestyle and social influence. The fashion industry is no exception, with consumers often making purchasing decisions based on their perception of a brand and the influence of their social environment. This study aims to investigate the influence of the lifestyle of the Minded brand and the conformity group on the intention of buying artificial fashion in women in the city of Medan. By understanding these factors, marketers can develop effective marketing strategies that cater to the needs and preferences of their target audience.

The Role of Lifestyle and Social Influence in Consumer Behavior

Lifestyle and social influence play a significant role in determining consumer behavior, especially in the context of fashion purchases. According to Fishbein and Ajzen (1975), consumer behavior is influenced by two primary factors: attitude and subjective norm. Attitude refers to an individual's perception of a brand, while subjective norm refers to the influence of social groups on an individual's behavior. In the context of fashion, individuals who tend to choose certain brands often have a self-image related to the brand, adopting the values and lifestyles offered by the brand.

The Minded Brand Lifestyle

The Minded brand lifestyle is a concept that refers to an individual's perception of a brand and their willingness to adopt the values and lifestyles offered by the brand. According to Sumarwan (2011), individuals who tend to choose certain brands often have a strong attachment to the brand, which influences their purchasing decisions. In the context of artificial fashion, individuals who identify with the Minded brand lifestyle are more likely to purchase artificial fashion products, as they perceive the brand as a symbol of status and prestige.

The Conformity Group

The conformity group refers to the influence of social groups on an individual's behavior. In the context of Indonesian culture, where social norms and peer groups are very influential, women tend to follow the trends set by their social environment. This creates a cycle where artificial fashion is an option, as they want to continue to look fashionable and accepted in their social groups. According to Myers (2005), individuals who are influenced by their social environment are more likely to conform to the norms and values of their group, which can lead to a higher intention to buy artificial fashion products.

Methodology

This study involved 250 respondents, who were asked to complete a questionnaire that measured their intention to buy artificial fashion products. The questionnaire consisted of three dimensions: buying intention scales, brand Minded's lifestyle, and the modified conformity group. The data was collected using quantitative methods, with the results analyzed using multiple regression.

Results

The results of this study indicate that the lifestyle of the Minded brand and the conformity group have a positive influence on the intention to buy artificial fashion products. The analysis conducted using multiple regression shows that the two variables contributed 23.2% in increasing the intention to buy artificial fashion among women in the city of Medan (Sig = 0.000, p < 0.05). This means that the more positive an individual's view of the brand and the more influenced they are by social groups, the higher the chance they are to buy artificial fashion products.

Discussion

The importance of understanding this phenomenon not only lies in economic aspects, but also in psychological and social aspects. Minded brand lifestyle shows that individuals who tend to choose certain brands usually have self-image related to the brand. They not only buy products, but also adopt the values and lifestyles offered by the brand. Conformity groups also play a significant role, as individuals who are influenced by their social environment are more likely to conform to the norms and values of their group, which can lead to a higher intention to buy artificial fashion products.

Implications

The findings of this study have several implications for marketers and policymakers. Firstly, marketers should develop marketing strategies that emphasize strong branding and social influences, as these can be the key to success in selling fashion. Secondly, policymakers should consider the ethical implications of buying artificial products on the fashion industry as a whole, which may harm the original brand and ignore the values of quality and originality.

Conclusion

In conclusion, this study has shown that the lifestyle of the Minded brand and the conformity group have a positive influence on the intention to buy artificial fashion products among women in the city of Medan. By understanding these factors, marketers can develop effective marketing strategies that cater to the needs and preferences of their target audience. Furthermore, policymakers should consider the ethical implications of buying artificial products on the fashion industry as a whole, which may harm the original brand and ignore the values of quality and originality.

Recommendations

Based on the findings of this study, the following recommendations are made:

  1. Marketers should develop marketing strategies that emphasize strong branding and social influences, as these can be the key to success in selling fashion.
  2. Policymakers should consider the ethical implications of buying artificial products on the fashion industry as a whole, which may harm the original brand and ignore the values of quality and originality.
  3. Education about the importance of choosing quality and original products should be encouraged, as this can increase public awareness and promote a more sustainable environment.

Limitations

This study has several limitations, including:

  1. The study was conducted in a single city, which may limit the generalizability of the findings.
  2. The study only measured the intention to buy artificial fashion products, and did not examine actual purchasing behavior.
  3. The study did not control for other factors that may influence consumer behavior, such as income and education level.

Future Research Directions

Future research should aim to:

  1. Examine the influence of lifestyle and social influence on consumer behavior in other contexts, such as food and beverage purchases.
  2. Investigate the impact of marketing strategies on consumer behavior, including the use of social media and influencer marketing.
  3. Develop and test interventions that aim to promote a more sustainable environment and encourage wiser choices among consumers.
    Frequently Asked Questions (FAQs) about the Influence of Minded Brand Lifestyle and Conformity Group on the Intention to Buy Artificial Fashion in Women in Medan City

Q: What is the Minded brand lifestyle?

A: The Minded brand lifestyle refers to an individual's perception of a brand and their willingness to adopt the values and lifestyles offered by the brand. Individuals who identify with the Minded brand lifestyle tend to have a strong attachment to the brand, which influences their purchasing decisions.

Q: What is the conformity group?

A: The conformity group refers to the influence of social groups on an individual's behavior. In the context of Indonesian culture, where social norms and peer groups are very influential, women tend to follow the trends set by their social environment.

Q: How does the Minded brand lifestyle influence consumer behavior?

A: The Minded brand lifestyle influences consumer behavior by creating a positive attitude towards the brand, which leads to a higher intention to buy artificial fashion products. Individuals who identify with the Minded brand lifestyle tend to perceive the brand as a symbol of status and prestige.

Q: How does the conformity group influence consumer behavior?

A: The conformity group influences consumer behavior by creating a sense of social pressure to conform to the norms and values of the group. Individuals who are influenced by their social environment are more likely to follow the trends set by their social group, which can lead to a higher intention to buy artificial fashion products.

Q: What are the implications of this study for marketers?

A: The findings of this study have several implications for marketers. Firstly, marketers should develop marketing strategies that emphasize strong branding and social influences, as these can be the key to success in selling fashion. Secondly, marketers should consider the ethical implications of buying artificial products on the fashion industry as a whole, which may harm the original brand and ignore the values of quality and originality.

Q: What are the implications of this study for policymakers?

A: The findings of this study have several implications for policymakers. Firstly, policymakers should consider the ethical implications of buying artificial products on the fashion industry as a whole, which may harm the original brand and ignore the values of quality and originality. Secondly, policymakers should encourage education about the importance of choosing quality and original products, as this can increase public awareness and promote a more sustainable environment.

Q: What are the limitations of this study?

A: This study has several limitations, including:

  1. The study was conducted in a single city, which may limit the generalizability of the findings.
  2. The study only measured the intention to buy artificial fashion products, and did not examine actual purchasing behavior.
  3. The study did not control for other factors that may influence consumer behavior, such as income and education level.

Q: What are the future research directions for this study?

A: Future research should aim to:

  1. Examine the influence of lifestyle and social influence on consumer behavior in other contexts, such as food and beverage purchases.
  2. Investigate the impact of marketing strategies on consumer behavior, including the use of social media and influencer marketing.
  3. Develop and test interventions that aim to promote a more sustainable environment and encourage wiser choices among consumers.

Q: What are the practical implications of this study for consumers?

A: The findings of this study have several practical implications for consumers. Firstly, consumers should be aware of the influence of lifestyle and social influence on their purchasing decisions. Secondly, consumers should consider the ethical implications of buying artificial products on the fashion industry as a whole, which may harm the original brand and ignore the values of quality and originality. Finally, consumers should encourage education about the importance of choosing quality and original products, as this can increase public awareness and promote a more sustainable environment.