Pengaruh Desain Produk dan Trend Fashion terhadap Minat Beli Konsumen Fashion Impor China di LUMI

The Influence of Product Design and Fashion Trends on the Buying Interest of Chinese Imported Fashion Consumers at LUMI

Abstract

The Indonesian fashion industry faces competition driven by the dominance of Chinese imports—accounting for 31.40% of the total US$73,853.1 million in imports out of US$235,199.6 million (BPS, 2024)—and a textile sector growth rate of 2.64% in Q1 2024. At the meso level, the algorithms of TikTok Shop and Shopee—which prioritize visually appealing content and #trendy hashtags—disadvantage products that do not follow current trends; meanwhile, Fashion Life Indonesia (LUMI) records a monthly turnover of IDR 100,000,000, yet the specific drivers of purchase interest remain unclear amidst phenomena such as FOMO and the influence of social media personalities. This study aims to determine the partial and simultaneous effects of Product Design and Fashion Trends on consumer purchase interest regarding Chinese-imported fashion products at LUMI. It employs an associative quantitative survey method with a population of 47 consumers and a sample of 30 respondents (determined via the Slovin formula with an 11% margin of error and purposive sampling). Data collection utilized a 1–5 Likert scale questionnaire, and analysis was conducted using SPSS 26, covering validity (r > 0.361), reliability (Alpha > 0.70), classical assumption tests, regression analysis (Y = a + b1X1 + b2X2 + e), and t-tests and F-tests. The results indicate that Product Design has a significant effect (t = 2.752 > 2.052; sig. 0.010; coeff. 0.390; Beta 0.319) and Fashion Trends have a significant effect (t = 5.731 > 2.052; sig. 0.000; coeff. 0.585; Beta 0.666). Simultaneously, the variables show a significant impact (F = 104.851 > 3.35; sig. 0.000; R = 0.941; R² = 0.886), with contributions of 26.6% from X1 and 61.6% from X2, resulting in the regression equation Y = 0.181 + 0.390X1 + 0.585X2