HOW DO CONSUMERS DECIDE TO BUY ERIGO SWEATER PRODUCTS?

Abstract

The emergence of modernity has made various sectors of human life, including the business sector, especially fashion, have experienced rapid development, as well as business competition which is getting more challenging day by day. Not only does business competition provide opportunities, but it also creates challenges. This is based on the concept of seizing and maintaining market share. Therefore, companies must be able to compete and find ways to win market share for their products or services. One brand that offers up-to-date fashion trends to meet market demand for the fashion industry is the Erigo brand. Erigo is the most in-demand and sought after by the public during the Covid-19 pandemic, which has several types of products such as sweaters and others. The purpose of the research with this type of explanatory research and quantitative approach is to find out and analyze the effect of brand image, brand love, brand equity, and price on purchasing decisions on Erigo brand sweater products. Sampling was carried out on students of the Faculty of Economics and Business, Islamic University of Malang, using the Malholtra formula to obtain a sample of 100 respondents. This research method uses multiple linear regression analysis with the SPSS 29.0 analysis tool. This study shows that brand image, love, equity, and price simultaneously and partially affect purchasing decisions