The Role of Price and Country of Origin in the Purchase Decision of Bangkok Fashion Products at Monzninoen Store, Royal Plaza Mall, Surabaya

The fashion industry is highly competitive, with price and brand origin significantly influencing consumer preferences. Bangkok fashion, known for its trendy designs, quality materials, and affordability, has gained popularity in Indonesia. This study examines the role of price and country of origin in consumer decisions to purchase Bangkok fashion products at a store in Royal Plaza Mall, Surabaya. This research utilizes a quantitative approach, analyzing consumer perceptions and purchasing behavior. Findings indicate that consumers are attracted to Bangkok fashion due to its affordability and association with stylish trends from Thailand. While price is a major factor, the country of origin also enhances consumer trust and perceived exclusivity. These results suggest that leveraging a positive country-of-origin effect alongside competitive pricing can be an effective marketing strategy. This study provides insights for fashion retailers to enhance business strategies and strengthen Bangkok fashion’s position in the local market.