Volume 3 Issue 8 (June 2021) PP.

86-97
DOI 10.35631/AIJBES.38006

ADVANCED INTERNATIONAL JOURNAL OF

BUSINESS, ENTREPRENEURSHIP AND SMES
(AIJBES)
www.aijbes.com

THE AFFECTING FACTORS ON ONLINE CLOTHING

PURCHASE: A CONCEPTUAL MODEL

Annisa Purwaningtyas1*, Raden Aswin Rahadi2

1
School of Business and Management, Institut Teknologi Bandung, Indonesia
Email: [email protected]
2
School of Business and Management, Institut Teknologi Bandung, Indonesia
Email: [email protected]
*
Corresponding Author

Article Info: Abstract:

Article history: The aim of this study is to discuss the factors affecting people’s clothing
Received date: 31.01.2021 purchases through online channels. There are various online clothing channels
Revised date: 07.02.2021 in Indonesia, appearing in form of e-commerce platforms, online stores, even
Accepted date: 06.06.2021 social media has become a place for people to trade goods. For this research, a
Published date: 15.06.2021 synthesize of 36 papers was made from past literature reviews. The analysis
and discussion result shows the factors affecting people’s online clothing
To cite this document:
purchase decision are price, promotion, product design/style, product quality,
Purwaningtyas, A., & Rahadi, R. A. brand image, information availability, seller trustworthiness, product variety,
(2021). The Affecting Factors on ease of use, and service quality. These factors influence the purchase decision
Online Clothing Purchase: A of the customers when they shop for clothing through online channels. The
Conceptual Model. Advanced limitation of this research is only covering clothing online purchases. The result
International Journal of Business, and findings from this study will be useful for clothing brand owners or
Entrepreneurship and SMEs, 3 (8), 86- managers, e-commerce platforms in Jakarta, Indonesia. In the future, a
97. quantitative research method can be conducted to further explore this study and
improve the findings of this study.
DOI: 10.35631/AIJBES.38006.
This work is licensed under CC BY 4.0 Keywords:

Clothing, Fashion, Purchase, E-commerce, Consumer Preference, Jakarta

Introduction
Clothing is one of the basic needs of humans. People wear different clothes for different
occasions, from daily comfortable clothes to formal clothes vary according to the needs and
the one’s preference. Clothes serves multiple functions such as protection from the
environment or hazard, providing a barrier from cold or heat also from possible toxic materials,
also to improve the ease of the wearer in doing their daily activities. Beside its functionality
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clothing, clothes might also serve as an expression of personal taste, character, and style to the
world.

People used to shop the traditional way at retail shops or boutiques to get their clothing. With
the development and improvement of technology and internet, all kind of products are available
for purchase online which became a new way of shopping for people across the world.
According to Statista, the revenue of Indonesia’s apparel market reached 14,026 million USD
which was 23% lower than it was in the previous year, and it is projected that in 2021 the
number would reach 16,423 million USD. The drop of revenue is predicted to occur as the
recent outbreak affects various segments across the world.

Figure 1: Indonesia Apparel Market Revenue

Source: (Statista. September 2020)

During the COVID-19 pandemic, a lot of aspects were affected by the changes happened while
adjusting to the new custom. In the report published by Bank of Indonesia the domestic retail
sales of clothing for October 2020 decreased by 58.1 compared to the previous year (Indonesia,
2014). In a report by McKinsey&Company, titled “Optimistic, digital, generous: COVID-19’s
impact on Indonesian consumer sentiment”, it is stated that there is a 61% drop in consumers’
net intent to spend on apparel category from the survey in April 2020 (Dahiya and Potia, 2020).
In the same report, it is stated that they are likely to purchase apparel from online channels over
offline channels. This shows a potential for brands to start focusing and exploring their online
channels to attract more customers. While a lot of retailers had to adjust and decrease their
open time and some other need to go as far as closing their stores during the pandemic, online
channels are becoming the alternatives for people to shop for their needs.

This study aims to understand the factors affecting online clothing purchase decision. One of
the challenges of selling products through online channels is, unlike offline shops customers
can not feel or try the product directly. It becomes important to provide products that will
satisfy the customers and to present them nicely in the channels so the customers can get the
right idea about the products. Knowing what factors are considered when purchasing clothing
through online channels will help sellers to better highlight their product’s features.

Literature

Consumer Preference
Consumer preference can be defined as the subjective taste of an individual measured by their
satisfaction after they have purchased the item which is referred by the term utility. This
preference allows consumer to put a rank on a set of goods according to the utility it projects.
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According to Venkatraman et al. (2012), Consumers’ preferences for products or brands arise
from the combination of many different factors. Some factors come from features of the
product itself (e.g., price, durability), while others are attributes of consumers themselves (e.g.,
goals, attitudes, discretionary income). Although consumer preference does not guarantee their
choice and future behavior, understanding the preference gives us a preview of the general
picture of the consumers’ wants so that we can give and provide better products or services.

E-commerce
E-commerce is the activity of buying and selling of products done electronically, such as
through websites, mobile applications, and conversational commerce. EC provides new
channels for the global marketing of tangible goods and presents opportunities to create new
businesses providing information and other knowledge-based intangible products
(Gunasekaran et al., 2002)

Price
Price is one of the most important aspects in every commerce which matters to both consumer
and seller. With the current state of technology & information, customers easily obtained
information on products or service alternatives. Consumers are very rational to judge what they
are getting from buying a product or service in exchange of their payments for it (Al-Mamun,
Rahman and Robel, 2014). In a previous research by Islam (2018) stated that online marketing
activities and the pricing strategy seem to have the most vital role in creating purchase intention
in online clothing shops cases (Islam, 2018).

Product Quality
Product quality can be defined as the ability of a product to meets the standard of the
requirements from the user. A product with good quality should be able to function without
problems. Consumers’ judgment on a product’s performance is called the perceived quality,
which is more relatable in online shopping cases. In online purchase cases, as consumers can
not directly, they rely more on informational cues they can gather. In a study by Swinker and
Hines (2006) 65 % of the respondents agree that quality is an important criterion in making
clothing purchase decisions. An analysis of the data indicated that 75% of the informational
cues and 36% of the expectations of a high-quality garment were used by the respondents when
considering the quality of a garment (Swinker and Hines, 2006).

Product Design/Style
The product trait itself plays a part in consumers’ purchase decisions. Customers gave high
priority for availability of latest designs, availability of options, shopping for middle class,
convenience of choice and family shopping under one roof (Hari and Prasad, 2014). Clothing
design covers more about the making process, types of fitting, cuts, length, and other clothing
attributes, while the style pays more attention towards the color and pattern of the clothing.

Brand Image
Brand image is a set of perceptions that customer has on a product which is reflected by the
brand association. The strength of a brand rests in its value acquired through tangible attributes
like pertinence of brand name and associated benefits thereof. Consumers perceive the brand
on dimensions that typically capture a person’s personality, and extend that to the domain of
brands (Rajagopal, 2006)

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Promotion
Promotion is promotional techniques run by stores to attract customers. Studies by
(Krishnakumar et al., 2013; Islam, 2018; Lee and Chen-Yu, 2018; Fachmi, Setiawan and
Hidayat, 2019; Shinnaranantana, 2019) showed that promotional activities such as discounts
or special offers affect positively towards purchase decision.

Information Availability
Information available about a product can give customers better understanding that can help
them generate the idea how the product would be. In accordance with the theory of consumer
behavior, product knowledge is part of the decision-making process, so it is said that product
knowledge can influence purchasing decisions (Rachmawati, 2018). Providing necessary
reliable information about the products should affect positively to the purchase decision.

Ease of Use
In the context of online shopping, the ease of use of the application or platforms and the
mechanism of purchase become an aspect that boost the consumers’ convenience. The results
of a study by Weng and Ding, 2014, indicate that perceived usefulness, perceived ease of use
and perceived risk all have a significant relationship with consumer attitudes, which
subsequently has a significant effect on intention to use online group buying sites (Weng and
Ding, 2014).

Seller Trustworthiness
Trust is an important element in economic activity, especially in the case of online shopping
which has less direct interaction between customers and sellers. Utz, Kerkhof and van den Bos
(2012) did an experiment that show clearly that consumer reviews do not only influence
product choice, but also the perceived trustworthiness of an online store and consequently
possibly also choice of an online store (Utz, Kerkhof and van den Bos, 2012).

Product Variety
Product variety is the number of assortment or selection of products available for customers to
choose. Studies done by (Batra, 2014; Hari and Prasad, 2014; Alamelu, 2018; Shinnaranantana,
2019) showed that product variety affects consumer purchase decision. However, another study
by Heitmann, Herrmann and Kaiser, (2007) shows result that there is a negative link between
variety and purchase probability for high variety assortments.

Service Quality
Service quality can be addressed as the excellence provided by a company or seller. In terms
of online services, results from a study by Rita, et. al, (2019) showed that three dimensions of
e-service quality, namely website design, security/privacy and fulfilment affect overall e-
service quality and overall e-service quality is statistically significantly related to customer
behavior (Rita, Oliveira and Farisa, 2019).

Discussion
Gathering the information from the preliminary interview and literature review, ten factors
affecting consumers' decision in purchasing clothing from online shops. Comparing factors
obtained from literature review and from interviewing respondents who had shopped at least
once in the last 3 months gives the following factors: Price, Product Quality, Product
Design/Style, Brand Image, Promotion, Information Availability, Ease of Use, Seller/Store
Trustworthiness, Product Variety, and Service Quality.
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Product Design/Style and Price are two factors that are mentioned as important by all
respondents. Both factors are included in the top four factors considered by the respondents
when purchasing clothing products. Some of the respondents already set a certain budget on
their expenditure for clothing and some of them already had the desired product in mind prior
purchase. Following next, promotion is chosen to be an important factor to consider. Products
with discounts or special offers usually get extra exposure and might attract more consumers’
attention. Promotions can be in various forms from extra discounts, vouchers, Buy One get
One, and a lot more special offers that would give the impression of more value acquired
through that purchase.

The next factor is product quality, which in the online experience is more suitable to be referred
to as the perceived product quality. As customers can not directly touch or feel to assess the
product quality, customers can instead gather available descriptions or information about the
products and information from their previous knowledge. Consumer reviews and words-of-
mouth can also be a source of the product knowledge that can help customers to assess the
product quality.

Seller Trustworthiness is the next factor considered to be important in choosing respondent’s

clothing. Shopping in the more trusted shops or e-commerce gives more assurance about the
safety of the transaction. Nowadays people should be able to review online stores in many e-
commerce platforms which could give customers some assurance about their reliability.

Product quality is another factor that both appear in the literature review and from the interview
result. In online shopping cases, customers can not directly see and feel the product to know
the quality, however, customers can refer to the provided information or description about the
product to get more information about its quality. Customers’ review can also help give fellow
customers more realistic information and details about the purchased product and gives a better
projection of the product quality to customers’ perceived product quality. The next factor is
related to the perceived product quality, which is the information availability. Providing
complete and helpful information is a good way to present the product better in online shops.
Information related to the products such as sizing charts, material description, garment care
instruction and more will be helpful for customers when seeing the product displayed.

Other factors mentioned in the literature reviews are brand image, ease of use and service
quality. Brand is also mentioned by a couple of respondents during the interview even though
not as often as the previously discussed factors. Ease of use and service quality can be
considered as part of the features of e-commerce. To make it clearer all the features will be
categorized as two main factors, product related factors and e-commerce related factors.

Product related factors will consist of price, product design/style, promotion, product quality,
and brand image. While the e-commerce related factors will have factors such as information
availability, seller trustworthiness, product variety, ease of use, and service quality.

Methodology
This study is pursued by an analysis of literature review covering 36 papers related to the topic
which is synthesized in the next part. These literature studies are used to help generate a
conceptual framework that will be presented at the end of this paper. A preliminary interview
to 11 respondents who had shopped at least once in the last three months also done to further
confirm these factors. This conceptual framework could be helpful for but not limited to brands,
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online stores, online platforms, and other researchers in Indonesia. After collecting factors from
both sources, ten factors, divided into two categories, collected as factors that affect online
clothing purchase decisions.

Analysis
From the review of the previous research, ten factors, which are price, promotion, product
design/style, product quality, brand image, information availability, seller trustworthiness,
product variety, ease of use and service quality, has been consistently found to be affecting
online clothing purchase decision. This section will present the literature synthesis of the study
for each key factor mentioned.

Price 1. Shinnaranantana, N. (2019) ‘Internet Shopping and Buying Behavior of

Clothing and Accessories By Young Single Consumer in Bangkok, Thailand’, in
Proceedings of the 43rd International Academic Conference, Lisbon.
International Institute of Social and Economic Sciences. doi:
10.20472/iac.2018.043.042.
2. Thangavel, S. and P, A. (2017) ‘A Study on Consumer Preference and
Satisfaction of Branded Clothing of Men – With Special Reference to Coimbatore
City’, PARIPEX - INDIAN JOURNAL OF RESEARCH, 6(1), pp. 821–823.
3. Alamelu, D. (2018) ‘A Study on the Attributes Influencing the Purchasing
behaviour of Apparel Consumer in Organized Retail with Special Reference to
Max Retail Division’, International Journal of Management Studies, V(3(4)), p.
92. doi: 10.18843/ijms/v5i3(4)/10.
4. Batra, A. (2014) ‘Factors Influencing Consumer Purchase Decisions at
Organized Retail Stores in New Delhi’, International Journal of Innovative
Research and & Development.
5. Nasution, M. D. T. P. et al. (2019) ‘An empirical examination of the factors
influencing consumer’s purchase intention toward online shopping’, Journal of
Business & Retail Management Research, 13(04), pp. 13–29. doi:
10.24052/JBRMR/V13IS04/ART-02.
6. Cham, T. H. et al. (2018) ‘Factors influencing clothing interest and purchase
intention: a study of Generation Y consumers in Malaysia’, The International
Review of Retail, Distribution and Consumer Research, 28(2), pp. 174–189. doi:
10.1080/09593969.2017.1397045.
7. Widyastuti, S. and Said, M. (2017) ‘Consumer consideration in purchase
decision of SPECS sports shoes product through brand image, product design and
price perception’, International Journal of Supply Chain Management, 6(4), pp.
199–207.
8. Islam, T. (2018) ‘Factors Affecting Consumer Purchase Behavior Towards
Online Clothing Products in Bangladesh’, SSRN Electronic Journal. doi:
10.2139/ssrn.3286105.
Product 1. Cho, S. (2017) ‘Millennial Men ’ s Shopping Orientation for Apparel :
Design/Style Comparison of Korean and American Consumers’, International Textile and
Apparel Association Annual Conference Proceedings, 74(1), pp. 1–3.
2. Thangavel, S. and P, A. (2017) ‘A Study on Consumer Preference and
Satisfaction of Branded Clothing of Men – With Special Reference to Coimbatore
City’, PARIPEX - INDIAN JOURNAL OF RESEARCH, 6(1), pp. 821–823.

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3. Alamelu, D. (2018) ‘A Study on the Attributes Influencing the Purchasing
behaviour of Apparel Consumer in Organized Retail with Special Reference to
Max Retail Division’, International Journal of Management Studies, V(3(4)), p.
92. doi: 10.18843/ijms/v5i3(4)/10.
4. Hari, G. and Prasad, S. (2014) ‘Factors Influencing Buying Behavior of a
Selected Apparel Retailer’s Customers’,
Annual Research Journal of SCMS, 1(1), pp. 41–55.
5. Koca, E. and Koc, F. (2016) ‘A Study of Clothing Purchasing Behavior By
Gender with Respect to Fashion and Brand Awareness’, European Scientific
Journal, ESJ, 12(7), p. 234. doi: 10.19044/esj.2016.v12n7p234.
6. Rahman, O. et al. (2018) ‘A study of apparel consumer behaviour in China and
Taiwan’, International Journal of Fashion Design, Technology and Education.
Taylor & Francis, 11(1), pp. 22–33. doi: 10.1080/17543266.2017.1298158.
7. Anoop, V. (2004) A STUDY ON CUSTOMER PREFERENCE ON T-SHIRT.
KONGU ENGINEERING COLLEGE, PERUNDURAI. Thesis.

Promotion 1. Shinnaranantana, N. (2019) ‘Internet Shopping and Buying Behavior of

Clothing and Accessories By Young Single Consumer in Bangkok, Thailand’, in
Proceedings of the 43rd International Academic Conference, Lisbon.
International Institute of Social and Economic Sciences. doi:
10.20472/iac.2018.043.042.
2. Fachmi, M., Setiawan, I. P. and Hidayat, A. (2019) ‘Analysis of Factors
Affecting Consumer Purchase Decision at Online Shops’, International Journal of
Innovative Science and Research Technology, (July), pp. 0–4. doi:
10.31219/osf.io/egysw.
3. Krishnakumar, K. B. G. M. et al. (2013) ‘Factors Influencing Apparel Buying
Behaviour in India : A Measurement Model tics , reference groups , store
attributes , product attributes .’, Paripex - Indian Journal of Research, 2(3), pp.
218–224.
4. Lee, J. E. and Chen-Yu, J. H. (2018) ‘Effects of price discount on consumers’
perceptions of savings, quality, and value for apparel products: mediating effect
of price discount affect’, Fashion and Textiles. Springer Singapore, 5(1), p. 13.
doi: 10.1186/s40691-018-0128-2.
5. Islam, T. (2018) ‘Factors Affecting Consumer Purchase Behavior Towards
Online Clothing Products in Bangladesh’, SSRN Electronic Journal. doi:
10.2139/ssrn.3286105.
Product 1. Swinker, M. E. and Hines, J. D. (2006) ‘Understanding consumers’ perception
Quality of clothing quality: A multidimensional approach’,
International Journal of Consumer Studies. doi: 10.1111/j.1470-
6431.2005.00478.x.
2. Sarmad, I. (2015) ‘Factor Affecting Consumer Purchase Intention toward
Multinational Apparel Brands’,
Journal of Basic and Applied Scientific Research, 5(6), pp. 1–6. Available at:
http://textroad.com/pdf/JBASR/J. Basic. Appl. Sci. Res., 5(6)1-6, 2015.pdf.
3. Cho, S. (2017) ‘Millennial Men ’ s Shopping Orientation for Apparel :
Comparison of Korean and American Consumers’,
International Textile and Apparel Association Annual Conference Proceedings,
74(1), pp. 1–3. Available at:
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https://lib.dr.iastate.edu/cgi/viewcontent.cgi?article=2327&context=itaa_procee
dings

4. Thangavel, S. and P, A. (2017) ‘A Study on Consumer Preference and

Satisfaction of Branded Clothing of Men – With Special Reference to Coimbatore
City’,
PARIPEX - INDIAN JOURNAL OF RESEARCH, 6(1), pp. 821–823.
5. Azevedo, S. et al. (2008) ‘Consumer Buying Behaviour in Fashion Retailling:
Empirical Evidences’,
SSRN Electronic Journal, (March 2018). doi: 10.2139/ssrn.1303718.
8. Anoop, V. (2004) A STUDY ON CUSTOMER PREFERENCE ON T-SHIRT.
KONGU ENGINEERING COLLEGE, PERUNDURAI. Thesis.
Available at: https://www.scribd.com/document/51784420/a-study-on-customer-
preference-on-t-shirt.
9. Susanto, H. (2016) THE EFFECT OF BRAND IMAGE, PRODUCT
QUALITY AND PRICE TOWARD PURCHASE DECISION. Thesis.
MUHAMMADIYAH UNIVERSITY OF SURAKARTA.

Brand 1. Saeed, R. et al. (2013) ‘Factors affecting consumer purchase decision in

Image clothing industry of Sahiwal, Pakistan’, World Applied Sciences Journal, 24(7),
pp. 844–849. doi: 10.5829/idosi.wasj.2013.24.07.1339.
2. Susanto, H. (2016) THE EFFECT OF BRAND IMAGE, PRODUCT
QUALITY AND PRICE TOWARD PURCHASE DECISION. Thesis.
MUHAMMADIYAH UNIVERSITY OF SURAKARTA.

3. Cham, T. H. et al. (2018) ‘Factors influencing clothing interest and purchase

intention: a study of Generation Y consumers in Malaysia’, The International
Review of Retail, Distribution and Consumer Research, 28(2), pp. 174–189. doi:
10.1080/09593969.2017.1397045.
Information 1. Katawetawaraks, C. and Wang, C. L. (2011) ‘Online Shopper Behavior:
Availability Influences of Online Shopping Decision’,
Asian Journal of Business Research, 1(2), pp. 66–74.
2. Cham, T. H. et al. (2018) ‘Factors influencing clothing interest and purchase
intention: a study of Generation Y consumers in Malaysia’, The International
Review of Retail, Distribution and Consumer Research, 28(2), pp. 174–189. doi:
10.1080/09593969.2017.1397045.
3. Chen, Y.-C. et al. (2017) ‘Online apparel shopping behavior: Effects of
consumer information search on purchase decision making in the digital age’,
in 2017 IEEE 8th International Conference on Awareness Science and
Technology (iCAST). IEEE, pp. 143–148. doi: 10.1109/ICAwST.2017.8256434.
Seller 1. Fachmi, M., Setiawan, I. P. and Hidayat, A. (2019) ‘Analysis of Factors
Trust- Affecting Consumer Purchase Decision at Online Shops’, International Journal of
worthiness Innovative Science and Research Technology, (July), pp. 0–4. doi:
10.31219/osf.io/egysw.

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2. Limpo, L. and Meryana (2017) ‘Effect of Trust and Easy on Decision Online
Purchase toward Special Fashion Products’, International Journal of Science and
Research (IJSR), 6(10), pp. 715–717. doi: 10.21275/ART20177118.
3. Büttner, O. B. and Göritz, A. S. (2008) ‘Perceived trustworthiness of online
shops’,
Journal of Consumer Behaviour, 7(1), pp. 35–50. doi: 10.1002/cb.235.
4. Utz, S., Kerkhof, P. and van den Bos, J. (2012) ‘Consumers rule: How
consumer reviews influence perceived trustworthiness of online stores’,
Electronic Commerce Research and Applications. Elsevier B.V., 11(1), pp. 49–
58. doi: 10.1016/j.elerap.2011.07.010.
Product 1. Shinnaranantana, N. (2019) ‘Internet Shopping and Buying Behavior of
Variety Clothing and Accessories By Young Single Consumer in Bangkok, Thailand’, in
Proceedings of the 43rd International Academic Conference, Lisbon.
International Institute of Social and Economic Sciences. doi:
10.20472/iac.2018.043.042.
2. Alamelu, D. (2018) ‘A Study on the Attributes Influencing the Purchasing
behaviour of Apparel Consumer in Organized Retail with Special Reference to
Max Retail Division’, International Journal of Management Studies, V(3(4)), p.
92. doi: 10.18843/ijms/v5i3(4)/10.
3. Batra, A. (2014) ‘Factors Influencing Consumer Purchase Decisions at
Organized Retail Stores in New Delhi’,
International Journal of Innovative Research and & Development
4. Hari, G. and Prasad, S. (2014) ‘Factors Influencing Buying Behavior of a
Selected Apparel Retailer’s Customers’, Annual Research Journal of SCMS, 1(1),
pp. 41–55.
Ease of Use 1. Khare, A. (2016) ‘Consumer Shopping Styles and Online Shopping: An
Empirical Study of Indian Consumers’, Journal of Global Marketing, 29(1), pp.
40–53. doi: 10.1080/08911762.2015.1122137.
2. Indriani, I. (2016) ‘Analysis the Factors Influence Consumer Buying Decision
on Online Shopping Clothing for Consumer in Manado’, Jurnal Riset Ekonomi,
Manajemen, Bisnis dan Akuntansi, 4(1), pp. 1166–1177. doi:
10.35794/emba.v4i1.11874.
Service 1. Fachmi, M., Setiawan, I. P. and Hidayat, A. (2019) ‘Analysis of Factors
Quality Affecting Consumer Purchase Decision at Online Shops’, International Journal of
Innovative Science and Research Technology, (July), pp. 0–4. doi:
10.31219/osf.io/egysw.
2. Indriani, I. (2016) ‘Analysis the Factors Influence Consumer Buying Decision
on Online Shopping Clothing for Consumer in Manado’, Jurnal Riset Ekonomi,
Manajemen, Bisnis dan Akuntansi, 4(1), pp. 1166–1177. doi:
10.35794/emba.v4i1.11874.
Table 1: Previous Research on Online Clothing Purchase
Source: (Author’s Analysis)

Conclusion
Based on the discussion above, the online clothing purchase decision can be affected by ten
factors that customers consider before making the purchase. The ten factors are price,
promotion, product design/style, product quality, brand image, information availability, seller

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trustworthiness, product variety, ease of use and service quality which directly or indirectly
affects the purchase decision making process.

Figure 2: Conceptual Model

Source: (Author’s Analysis)

The result from this study can be used by brand owners, online stores, and other e-commerce
platforms to determine their pricing and marketing strategies. Clothing brand owners should
focus on producing high-quality products which follows the current fashion trend, and the right
pricing strategy should be applied to boost their sales. Beside pricing strategy, additional
promotions should attract more customers to purchase their products. Managing the brand’s
image also becomes important to attract more customers, this might be done by continuously
providing good products and maintaining its social media presence to engage more customers.
E-commerce platforms should pay attention to the overall performance and focus on factors
such as, information availability, seller trustworthiness, ease of use, and service quality.
Providing an accurate information about the product sold on the platform is important to avoid
any misleading advertising. Making sure the sellers abide the rules and giving the best product
and service for the customers is also a key in providing a safe shopping experience.
Continuously improving the user interface and keeping it simple yet engaging might give
customers a pleasant experience while using the site or platforms while shopping online.
Managing the overall service quality provided by the e-commerce should be beneficial for the
long run.

Future Research
Online shopping has become so big in the last few years and will likely to continue growing in
the future. There are a lot of topics that can be raise for future research. Next research may
explore more on each individual factor effect on purchase decision or even to a selected case
using a real example of e-commerce platform. For example, analysing various pricing
strategies towards customers’ online clothing purchase decision or analysing the seasonal
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shopping behaviour in Indonesia to see the deeper relation between big shopping events,
promotions, and customers’ purchase decision. A broader scale of data gathering may be
needed to understand the consumers’ clothing purchase decision in Indonesia.

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