Determinants of Purchasing Decisions in Fashion Retail: The Role of Personal Selling, Product Quality, and Brand Image
In-Depth Analysis and Discussion
Overview of Research Findings
This study examined the influence of personal selling, product quality, and brand image on purchasing decisions for Charles & Keith products at Plaza Ambarrukmo and Yogyakarta Pakuwon Mall. The findings demonstrated that product quality and brand image significantly influenced purchasing decisions, while personal selling did not have a significant partial effect. However, simultaneously, all three variables positively and significantly affected purchasing decisions.
The adjusted R-square value of 0.616 indicates that 61.6% of purchasing decisions can be explained by personal selling, product quality, and brand image, while the remaining 38.4% is influenced by other variables outside the model, such as price perception, lifestyle, social influence, digital marketing, customer experience, and promotional activities.
The results reflect contemporary consumer behavior in the fashion and lifestyle industry, where consumers increasingly prioritize product value, quality assurance, and emotional attachment to brands over direct salesperson interaction. Recent luxury and fashion retail studies in 2025 also show that modern consumers are more influenced by perceived product quality, brand authenticity, and emotional relevance when making purchase decisions.
Analysis of the Effect of Personal Selling on Purchasing Decisions
The study found that personal selling did not significantly affect purchasing decisions. This result indicates that consumers purchasing Charles & Keith products tend to make decisions independently without relying heavily on salespeople assistance.
In the modern retail environment, especially among younger consumers and fashion-conscious buyers, purchasing decisions are increasingly shaped by digital exposure, social media influence, online reviews, and prior brand familiarity. Consumers often enter stores with predetermined preferences after conducting online research. Consequently, the role of salespeople becomes supplementary rather than decisive.
This finding aligns with current consumer trends in Southeast Asian luxury and fashion retail markets, where consumers prioritize convenience, self-exploration, and experiential shopping rather than persuasive selling approaches.
The insignificant effect of personal selling may also be explained by several factors:
a. Self-Service Shopping Behavior
Modern consumers prefer autonomous shopping experiences. Consumers often evaluate products independently through visual displays, online catalogs, or social media before visiting physical stores.
b. Strong Brand Familiarity
Consumers who already recognize and trust the brand may not require extensive explanation from sales personnel.
c. Shift Toward Digital Consumerism
Digital platforms have transformed purchasing behavior. Information regarding product specifications, reviews, and trends is widely accessible, reducing dependence on direct salesperson communication.
Nevertheless, although personal selling was insignificant partially, the simultaneous test showed that it still contributes collectively with other variables in influencing purchasing decisions. This means personal selling still supports customer confidence and service quality indirectly.
This result differs from several previous studies that found personal selling positively influences purchasing decisions. The inconsistency suggests that the effectiveness of personal selling depends on product type, customer characteristics, and retail context.
Analysis of the Effect of Product Quality on Purchasing Decisions
The results showed that product quality had a positive and significant effect on purchasing decisions. This finding confirms that consumers highly consider product durability, functionality, design, comfort, and material quality before purchasing fashion products.
For fashion brands such as Charles & Keith, product quality becomes a critical determinant because consumers expect products that are aesthetically attractive while also durable and practical. Product quality creates customer satisfaction and increases trust toward the brand.
According to consumer behavior theory, high product quality reduces perceived purchasing risk and strengthens consumer confidence. Consumers tend to associate superior product quality with higher value and social prestige.
Recent studies in 2025 also emphasize that product quality remains one of the strongest predictors of purchasing decisions, especially among Generation Z and millennial consumers.
The significance of product quality in this study may be explained through several dimensions:
a. Functional Quality
Consumers evaluate whether products meet practical needs such as comfort, usability, and durability.
b. Aesthetic Quality
Fashion consumers place strong emphasis on attractive designs, colors, and visual appeal.
c. Perceived Premium Value
High-quality products create perceptions of exclusivity and prestige, particularly in branded fashion retail.
d. Consumer Satisfaction
Good product quality increases post-purchase satisfaction, encouraging repeat purchases and positive word-of-mouth communication.
The findings support previous empirical studies stating that product quality significantly influences purchasing decisions.
Analysis of the Effect of Brand Image on Purchasing Decisions
Brand image was found to have a positive and significant effect on purchasing decisions. This indicates that consumers perceive Charles & Keith as a fashionable, modern, and reputable brand, which strengthens their intention to purchase.
Brand image refers to the collection of perceptions, beliefs, and associations consumers hold regarding a brand. In the fashion industry, brand image plays a central role because consumers often purchase products not only for functional benefits but also for symbolic and emotional value.
Consumers today increasingly seek brands that reflect their identity, lifestyle, and social aspirations.
Several factors explain the strong influence of brand image:
a. Emotional Connection
Consumers feel emotionally attached to brands that align with their personality and lifestyle.
b. Social Status and Prestige
Fashion brands often function as symbols of social identity and status.
c. Trust and Credibility
A strong brand image creates consumer confidence regarding product reliability and quality consistency.
d. Competitive Differentiation
Brand image differentiates products from competitors in highly saturated fashion markets.
This finding is consistent with numerous previous studies showing that brand image significantly affects purchasing decisions.
4.5 Simultaneous Effect of Personal Selling, Product Quality, and Brand Image
The simultaneous test demonstrated that personal selling, product quality, and brand image collectively have a positive and significant effect on purchasing decisions.
This indicates that purchasing decisions are multidimensional and cannot be explained by a single factor alone. Consumers evaluate products holistically by considering product excellence, emotional brand perceptions, and shopping experiences simultaneously.
Among the three variables, product quality and brand image emerged as dominant factors. This reflects a shift in modern retail behavior where consumers are more rational and emotionally driven by value perception rather than direct persuasion.
The findings also indicate that the integration of strong product quality and positive brand image creates competitive advantages for fashion retailers. Personal selling functions as supporting reinforcement that enhances customer experience within the retail environment.
4.6 Managerial Implications
Based on the findings, several managerial implications can be proposed for Charles & Keith:
a. Maintain and Improve Product Quality
The company should continuously innovate in materials, durability, comfort, and design to maintain consumer trust and satisfaction.
b. Strengthen Brand Image
Marketing communication should focus on lifestyle branding, emotional storytelling, and social media engagement to strengthen brand positioning among young consumers.
c. Optimize Customer Experience
Although personal selling was insignificant partially, service quality remains important in creating a pleasant shopping atmosphere and supporting customer loyalty.
d. Enhance Digital Integration
Consumers increasingly rely on digital information before purchasing. Therefore, omnichannel marketing strategies integrating online and offline experiences should be strengthened.
4.7 Theoretical Implications
This study contributes to consumer behavior and marketing literature by confirming that:
Product quality remains a dominant predictor of purchasing decisions in fashion retail.
Brand image significantly shapes consumer emotional attachment and buying intention.
Personal selling effectiveness may decline in modern retail environments dominated by digital consumer behavior and self-service shopping patterns.
The study also reinforces contemporary marketing theories emphasizing experiential branding, perceived value, and symbolic consumption behavior among modern consumers.
4.8 Conclusion of Analysis
Overall, the findings indicate that purchasing decisions for Charles & Keith products are primarily driven by consumers’ perceptions of product quality and brand image. Consumers increasingly value product excellence, emotional connection, and brand reputation rather than relying solely on salesperson persuasion.
The study highlights the importance of strategic brand management and product innovation in maintaining competitiveness within the modern fashion retail industry. Simultaneously, personal selling still contributes indirectly by supporting customer service and strengthening the overall shopping experience.
References
Saputri, E. D. A., & Sri Rahayu. (2025). The Effect of Personal Selling, Product Quality, and Brand Image on Purchase Decisions. Journal of Marketing Management Research.
Raissa, E., & RWP, L. (2025). Effect of Product Quality, Price, Promotion, and Brand Image on Purchasing Decisions Among Gen Z.
Purba, D. P. (2024). The Influence of Communication, Personal Selling, and Brand Image on Purchasing Decisions.
Vogue Business Reports on Luxury Consumer Behavior 2025.
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