Buttonscarves Consumer Purchasing Decision Behavior: A Qualitative Study of the Influence of Distribution Channels on Purchase Intentions Through Behavioral Finance

Abstract

This study aims to determine the purchasing behaviour patterns of Buttonscarves consumers, better known as BS lady. Buttonscarves, as one of the leading fashion brands in Indonesia, uses various distribution channels. There are 6 groups of buyers, namely direct purchases in offline stores, direct purchases through the official BS website, purchases through marketplaces, purchases through jastiper services, purchases through warehouse sales and preloved hunter purchases. This research uses a qualitative approach with phenomenological methods to understand subjective consumers in making purchasing decisions as a distribution channel.

Consumer purchase decisions are often influenced by psychological and emotional factors that are not always rational, as explained by behavioural finance theory. Through qualitative methods with in-depth interviews, this study explores how Buttonscarves consumers choose certain distribution channels and how psychological factors, such as financial attitudes, herd behaviour, loss aversion, and mental accounting, influence their purchase decisions. The results show that different distribution channels have a significant impact on consumers' perceptions of product value and quality. Purchases at offline stores provide a sense of control and reduce uncertainty, while purchases through marketplaces and official websites are more influenced by social factors and a sense of security. Channels such as jastipers and warehouse sales provide a unique emotional experience, albeit at a higher risk. These findings provide insights for branded products in designing more effective distribution strategies and adjusting to consumers' psychological behaviour to increase purchase intention.