The Influence of Brand Identity on

Customer Purchasing Decision

(a Case Study in Miniso Bandung)

Annisa Novia Sari

Rizki Novianti
BRAND OVERVIEW

Miniso is a Chinese brand that has been operating in

several countries such as United State of America
and its states, Europe, Australia and Asia with
average growth per month reaches 80-100 retails.

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10 Countries
with the
Biggest
Store in the
Global Retail
Developmen
t Index 2017

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01 Does the brand name of Miniso
influence the customer purchasing
decision? RESEARCH
02 Does the logo of Miniso have an QUESTION
influence to the customer
purchasing decision?

03 Does the tagline influence the

customer purchasing decision?

04 Does the brand story play a role in

influencing the customer
purchasing decision?

05 How does brand identity affect

customer purchasing decision?

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 RESEARCH By discussing the brand identity, we aim to
find out and analyze how the physical

AIM brand identity such as brand name, logo

and slogan (tagline) of a product can
influence the Miniso customers residing in
Bandung City.

The result of this research is also expected

to be an input for other companies such as
UMKM or micro-small business as an
inspiration in considering a good identity
brand that can be accepted and also
remembered in the minds of customers.

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RESEARCH (Shehzad, Ahmad, Iqbal , Nawaz, & Usman, 2014) On their paper
about influence of brand name on customer’s preference and

FRAMEWORK decision, described that brand identity, especially brand names

has a strong positive relationship with customer buying
behavior.

H2 HYPOTHESIS

H1: The brand name affects the customer’s purchasing decisions.

H2: The logo has an influence on customer purchasing decisions.

H3: Tagline can influence the customer’s purchasing decision.

H4: Brand Story has an influence on customer purchasing decision

H5: Brand Identity affects the customer’s purchasing decision.

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Study Setting
The data are collected through questionnaires
listing questions related with brand name,
logo, tagline, and brand story to Miniso’s
customer purchasing decision.
Master of Management Program, Padjadjaran University, Bandung
RESEARCH
METHOD
Data Collection Technique
The population in this study is customers who
have already purchased the Miniso products in
Bandung City.
Questionnaires will be made on the basis of
the hypotheses that have been proposed and
use the Likert Scale with five rating points.
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 RESEARCH The indicators of this study were 9, and the sample
calculation was as follows; the number of samples

METHOD required was 9x 12 = 108 samples in order for the

data to be processed and to have the significant
results of the influence of the independent variable
(X). The research hypothesis will be tested using
multiple regression analysis, The formulation of the
Variabel Indicator Scale regression is as follow:

Brand Identity (X) 1. Brand Name Likert Y = α + β1X1 + β2X2 + β3X3 + β4X4 + €
2. Logo
3. Slogan/Tagline Y = Customer Purchasing Decision
4. Brand Story X1 = Brand Name
X2 = Logo
Customer 1. Product Choice Likert X3 = Tagline
Purchasing 2. Brand Choice X4 = Brand Story
Decision (Y) 3. Supplier Choice β1, β2, β3, β4 = Regression Coefficient
4. Choice at Purchase α = Constant
5. Purchase Amount € = Error Estimation

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THANK
YOU
Any Questions?