The Influence of Lifestyle, Brand Image, and Consumer Behavior Mediated by Marketing Mix on Fashion Product Purchasing Decisions

Abstract

This study analyzes the influence of lifestyle, brand image, and consumer behavior on purchasing decisions for local fashion products in Bandung, with the marketing mix as a mediating variable. Lifestyle positively affects purchasing decisions through activities such as hobbies and leisure, which form the foundation of effective marketing strategies. Brand image significantly impacts purchasing decisions through strong brand personalities, such as speed and precision in service, fostering consumer trust. Consumer behavior also influences purchasing decisions, with comfort as a key factor. Data from 400 respondents were analyzed using SEM-PLS to evaluate direct and indirect relationships among variables. The findings reveal that the marketing mix fully mediates the effects of lifestyle, brand image, and consumer behavior on purchasing decisions. This study offers theoretical and practical implications, such as the development of relevant marketing strategies to enhance the competitiveness of local fashion products in domestic and international markets. This study is limited in scope, focusing only on local fashion consumers in Bandung, thus potentially restricting its generalizability to other regions. Additionally, the quantitative research design limits in-depth exploration of consumer behavior and preferences. The testing utilized SEM-PLS, which, while effective in analyzing variable relationships, does not capture qualitative aspects that may be relevant for future research.