An Exploring Consumer Preferences for University Merchandise
The Impact of University Identification, Product Attributes, Social Motivation, Purchasing Experience
Keywords:
University Identification, Digital Marketing, Buyer Preference, Purchasing Experience, Social Motivation, Product AttributesAbstract
This study examines the relationship between university identification, product attributes, social and psychological motivation, and purchasing experience with buyer preferences and purchase decisions regarding official Universitas Padjadjaran (Unpad) merchandise. Using the Spearman Rank Correlation method, data were collected from 23 respondents, including students, lecturers, and academic staff at Unpad. The findings indicate a positive and significant correlation between university identification and buyer preference, suggesting that merchandise serves as an identity symbol for students and alumni. Similarly, product attributes such as design, material quality, and exclusivity significantly influence purchasing preferences. Moreover, social and psychological motivation, including peer influence and emotional attachment, was found to be a strong predictor of merchandise preference. Additionally, customer experience in both physical stores and online platforms affected purchasing decisions, emphasizing the need for improved accessibility and service quality. The study highlights that buyer preference directly influences purchase decisions, reinforcing the role of branding, marketing strategies, and consumer engagement in university merchandise sales. The results provide strategic insights for enhancing Unpad’s merchandise marketing efforts, with implications for future research on university branding and consumer behavior in higher education institutions
References
Aditya, H. F., & Gunaningrat, R. (2024). Analisis pengalaman pelanggan dalam keputusan pembelian online produk fashion. Jurnal Pemasaran, 12(3), 45-58.
Alfarisi, M. S., Rafidah, & Budianto, A. (2024). Pengaruh budaya, sosial, pribadi, dan psikologis terhadap keputusan menabung (Studi pada mahasiswa Prodi Ekonomi Syariah UIN STS Jambi). Jurnal Ilmiah Mahasiswa Perbankan Syariah, 4(2), 655-665.
Azifah, N., & Dewi, C. K. (2016). Pengaruh shopping orientation, online trust, dan prior online purchase experience terhadap online purchase intention (Studi pada online shop Hijabi House). Bina Ekonomi, 20(2), 127-140.
Balaji, M. S., Roy, S. K., & Quazi, A. (2019). Student–university identification: Antecedents and consequences. Journal of Business Research.
Chen, Z., & Xie, P. (2022). The impact of university identity on student satisfaction and loyalty. Journal of Higher Education Marketing.
Carmona-Halty, M., & Slåtten, T. (2021). Psychological capital as a predictor of university student engagement and identification. Journal of Applied Research in Higher Education, 13(1), 67-84.
Fauziah, H., & Hasanah, U. (2024). Pengaruh preferensi konsumen terhadap keputusan pembelian ayam lokal di Kota Lhokseumawe. Journal of Sharia Economics Scholar, 2(2), 179-188.
Fredricks, J. A., & Appleton, J. J. (2020). The role of social support in student engagement and university identification. Journal of Educational Psychology, 112(5), 1032-1048.
Harrison, J., & Walker, R. (2022). The role of university reputation in student-university identification: A case study of international students. Journal of Higher Education Policy.
Hendarsono, G., & Sugiharto, S. (2013). Analisa pengaruh experiential marketing terhadap minat beli ulang konsumen Cafe Buntos 99 Sidoarjo. Jurnal Manajemen Pemasaran, 1(2), 1-8.
Jones, S., & Smith, R. (2021). Identifying with the brand: How university branding shapes student commitment. Journal of Business and Educational Leadership.
Munawaroh. (2021). Pengaruh faktor psikologis terhadap keputusan pembelian smartphone Oppo di Kota Ampana. Jurnal EKOMEN, 21(1), 45-55.
Phillips, M. J., Roundtree, R. I., & Kim, D. (2014). Mind, body, or spirit? An exploration of customer motivations to purchase university-licensed merchandise. Sport, Business and Management: An International Journal, 4(1), 71–87. https://doi.org/10.1108/SBM-08-2011-0069
Prabowo, S. A. (2018). Pengaruh suasana toko, kualitas pelayanan, kepercayaan, dan persepsi harga terhadap minat beli ulang konsumen. Jurnal Ekobis Nusantara, 1(7), 115-126.
Prasetyo, F. A. (2022). Merchandise sebagai simbol identitas kelas sosial di kalangan penggemar K-Pop. Skripsi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Indonesia.
Rahman, A. F., & Wibowo, A. (2022). Perancangan perbaikan atribut produk T-shirt Raxsa.co Apparel berdasarkan preferensi konsumen menggunakan metode analisis konjoin. e-Proceeding of Engineering, 11(3), 2651-2658.
Rauschnabel, P. A., & Ahuvia, A. C. (2021). Student identification with university brands: Exploring antecedents and outcomes. Journal of Business Research.
Rohmah, F. Z. (2018). Pengaruh shopping orientation dan online shopping experience terhadap loyalitas konsumen. Jurnal Manajemen Pemasaran, 1-7.
Ronauli, L. N., & Indriani, F. (2020). Analisis faktor-faktor yang mempengaruhi preferensi konsumen terhadap keputusan pembelian obat generik. Jurnal Sains Pemasaran Indonesia, 19(3), 159-174.
Rudiya, H., Supriyadi, & Junaidi. (2024). Pengaruh manajemen pemasaran terhadap keputusan pembelian produk merchandise Universitas Teknologi Sumbawa. Jurnal Tambora, 8(2), 115-132.
Saragih, S. V. E. (2023). Pengaruh budaya, sosial, pribadi, dan psikologis terhadap keputusan pembelian sayuran organik di pasar modern Kota Malang selama pandemi COVID-19. Jurnal Ekonomi Pertanian dan Agribisnis, 7(2), 993-1005.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Universitas Padjadjaran. (2023). Rektor Unpad resmikan toko Shop Up dan Mahatma Coffee. Universitas Padjadjaran. https://www.unpad.ac.id/2023/08/rektor-unpad-resmikan-toko-shop-up-dan-mahatma-coffee
Wahyudin, D., Sulastri, S., & Suryadi, D. (2022). Analisis hubungan kemampuan berpikir kritis dengan hasil belajar matematika menggunakan korelasi Spearman. Jurnal KARTESIUS, 4(1), 1-10.
Wilkins, S., & Huisman, J. (2019). Student loyalty in higher education: The role of university brand identification. Higher Education Research & Development.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Raden Rifqi Dwisanto
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
