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Relationship of Fashion Brand Image Towards Self-
Esteem in Women in Jakarta
Clara Agatha1 Meiske Yunithree Suparman1*
1Faculty of Psychology, Universitas Tarumanagara, Jakarta, Indonesia
*Corresponding author. Email: meiskey@fpsi.untar.ac.id
ABSTRACT
The main purpose of writing this research is to determine the relationship between fashion brand image and
self-esteem that occurred to women in Jakarta. This research is a quantitative study with a discussion of the
correlation between two variables. Participants in the study consisted of 100 participants with 73 participants
who matched the criteria which are women in the range of age from 18-25 years living in Jakarta who liked and
knew brand image. The results showed that there is an insignificant negative relationship between fashion brand
image and self-esteem. This shows that the higher the level of self-esteem, the lower the level of the fashion
brand image. The higher the level of fashion brand image, the higher the level of self-esteem. This shows that
the two variables tested in this study are not related to one another.
Keywords: Fashion brand image, self-esteem, women
1. INTRODUCTION
The advancement of the fashion world in this era of
globalization causes the consumers’ demand increased
especially about the variety of products for daily usage [1].
According to the survey conducted by Euromonitor,
Indonesia is one of the countries with the best potential
middle class in the growing market for 2015 until 2020 [2].
In addition to the various functions and usage of fashion, a
brand of a fashion becomes one of the important things
especially for the user. Based on the data from Caogemini
Asia Pacific Wealth Report 2015, Indonesia was in fact in
the third position in terms of consumption of luxury or
branded goods [3]. According to the Jabodetabek
Community Consumption and Financial Behavior Survey
released by Lifepal and reported by Monitor, 27.3% of the
respondents tends to be more attracted and interested in
buying branded goods (2020) which shows the large
amount of desire from people in Indonesia to consume
luxury goods [4].
Brand Image is a series of beliefs, ideas, and impressions
that a person has about a brand. The action and the attitudes
taken by consumers towards a brand will be largely
determined by the brand image [5]. Customers will tend to
buy or consume goods with a prestigious brand as a symbol
to show social status, wealth, or power [6]. The use of
branded fashion products is related to the behavior of a
single person in society. The use of branded products or
branded goods has a positive impact according to the
research conducted in Indonesia, showed when someone's
meanings of branded goods are high, that person's self-
esteem will also be high [7].
The tendency of consumers to purchase branded goods can
be caused by several things, and one of the causes is self-
esteem [8]. Self-esteem is an overall self-evaluation or a
sense that an individual had within his/her-self [9]. Self-
esteem and self-evaluation are an individual’s assessment
of his/her own self. According to the research conducted by,
Indonesians prefer to consume imported products and avoid
the usage of local or domestic products [10]. The
phenomena occur because the consumers carry out their
purchasing or consumption activities in order to determine
their identity. The research regarding the analysis of
consumers’ attitudes towards local and imported fashion
products showed that consumers tend to choose imported
fashion products because they feel imported fashion
products have higher quality, more attractive in the designs,
and the brands are more prestigious even if they knew that
the price of local fashion is more affordable [11].
Based on the explanation before, the researcher is interested
to know more about the relationship between fashion brand
image and self-esteem among women in Jakarta. This
research aim is to provide useful references and input for
the development of clinical psychology related to fashion
brand image and self-esteem. It is hoped that the benefits
can be used as a study and references by other researchers
who are also conduction research on fashion brand image
and self-esteem on women. Besides of all things written
above, this study is expected to provide information,
insights, understanding, and overview for the public
regarding the fashion brand image and self-esteem.
2. METHODS
2.1. Research Design and Respondents
This research is non-experimental quantitative research
with non-probability sampling technique, namely
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Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
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convenient sampling. This study used statistical correlation
techniques to find out the relationship between fashion
brand image and self-esteem.
The respondents of this study consisted of several
characteristics. First, the respondents come from Jakarta.
Second, respondents are women who knew about brand
image. Third, respondents are between 18-25 years old.
The total number of respondents who participated in this
study were 100 women. Researchers do not provide
boundaries of religion, race, and culture. However, it
provides a limit on gender, namely women. The overall
description of the respondents can be seen in table 1.
Table 1 General description of respondents
Respondent Characteristics
N
(100)
Percentage
(%)
Domicile
Jakarta
73
73
Outside Jakarta
27
27
Age
18 Years Old
10
10
19 Years Old
6
6
20 Years Old
13
13
21 Years Old
15
15
22 Years Old
23
23
23 Years Old
16
16
24 Years Old
12
12
25 Years Old
5
5
Profession
College Student
46
46
Employee
35
35
Not Working
10
10
Entrepreneur
7
7
College Student /
Employee
2
2
Income
Level
Rp2.500.000,00
–
Rp4.999.000,00
31
31
Rp1.000.000,00
–
Rp2.499.000,00
25
25
Under
Rp1.000.000,00
22
22
Rp5.000.000,00
–
Rp7.499.000,00
13
13
Rp7.500.000,00
–
Rp9.999.000,00
5
5
Above
Rp10.000.000,00
4
4
Expense
for
Branded
Products
Under
Rp1.000.000,00
62
62
Rp1.000.000,00
–
Rp4.999.000,00
38
38
Rp5.000.000,00
–
Rp9.999.000,00
0
0
Rp10.000.000,00
–
Rp14.999.000,00
0
0
Rp15.000.000,00
–
Rp20.000.000,00
0
0
Above
Rp20.000.000,00
0
0
Ownership
of Branded
Bag
Yes
64
64
No
36
36
Reasons of
Choosing
That Brand
Increasing Self
Confidence
51
51
Classy or Looks
Luxurious
23
23
It is Common
23
23
Influenced by
Friends
6
6
Prestige
0
0
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2.2. Measurement
2.2.1. Correlation of brand image
Brand Image instrument by Davis (2000) developed and
adapted by Amalia, I.A. (2016) called the Brand Image
Scale [12]. BIS uses likert scale that consists of intervals
one to four. BIS consists of 18 items to measure four
dimensions, attribute, benefit, brand attitude, and brand
personality [13].
2.2.2. Correlation of self-esteem
Self-Esteem instrument is an adaptation of Faculty of
Psychology, Tarumanagara University. Self-esteem
variable is divided into three dimensions, strength,
meaning, and virtue [14]. Self-esteem questionnaire
consists of 20 items. It uses likert scale that consists of
intervals one to five.
3. RESULTS AND DISCUSSION
3.1. Hypothetical Test
The hypothetical test used Pearson correlation analysis
technique, because the data were normally distributed.
The results showed that brand image variables had no
significant and negative relationship with self-esteem. This
was indicated by the score of r (73) = -.041 and the score of
p = 0.728 > 0.05. See more details
about the correlation test results of two variables in Table 2.
Table 2 Correlation test results between brand
image and self-esteem
Correlation of Brand Image and Self-Esteem
r
-.041
p
0.728
Then researcher examined the correlation between self-
esteem variables with the dimensions of brand image. The
results showed that self-esteem was insignificantly related
to all dimensions of brand image, because p > 0.05. The
correlation test results can be seen in Table 3.
Table 3 Correlation test results between self-esteem
variable and brand image dimensions
Dimensions
Mean
p
Std. Deviation
Attribute
14.5616
0.907
1.80267
Benefit
14.1233
0.946
3.05934
Brand Attitude
7.9315
0.430
1.77427
Brand Personality
15.5068
0.214
3.20643
Next, researcher made an additional data analysis with
Kruskal-Wallis Test to test the difference of
dimensions of the variable. First, a difference test was
performed on each age of the brand image. There is no
dimension which showed any significant difference
between participants aged 18 years, 19 years, 20 years,
21 years, 22 years, 23 years, 24 years, and 25 years,
because p > 0.05. Then the results of different tests on
self-esteem show that there is no significant difference
between participants aged 18 years, 19 years, 20 years,
21 years, 22 years, 23 years, 24 years and 25 years,
because p > 0.05. The differences test results can be
seen in Table 4.
Table 4 Differences test of brand image and self-
esteem based on age
Age
Self-
Esteem
Brand
Image
18 Years Old
Mean
27.79
26.36
Chi-Square
13.731
4.560
p
.079
.713
19 Years Old
Mean
13.83
36.50
Chi-Square
13.731
4.560
p
.079
.713
20 Years Old
Mean
28.13
41.92
Chi-Square
13.731
4.560
p
.079
.713
21 Years Old
Mean
31.30
32.60
Chi-Square
13.731
4.560
p
.079
.713
22 Years Old
Mean
43.91
34.97
Chi-Square
13.731
4.560
p
.079
.713
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23 Years Old
Mean
44.55
36.73
Chi-Square
13.731
4.560
p
.079
.713
24 Years Old
Mean
43.23
43.00
Chi-Square
13.731
4.560
p
.079
.713
25 Years Old
Mean
48.23
47.17
Chi-Square
13.731
4.560
p
.079
.713
The results show that there were no significant differences
between participants aged 18 years, 19 years, 20 years, 21
years, 22 years, 23 years, 24 years, and 25 years in brand
image and self-esteem. Second, a difference test was
performed on each profession of the brand image. There is
no dimension which showed any significant difference
between participants who are students, employees, not
working, entrepreneurs and employees / students, because
p > 0.05. Then the results of different tests on self-esteem
show that there is no significant difference between
participants who are students, employees, not working,
entrepreneurs and employees / students, because p > 0.05.
The differences test results can be seen in Table 5.
Table 5 Differences test of brand image and self-
esteem based on profession
Profession
Self-
Esteem
Brand
Image
College Student
Mean
31.28
35.90
Chi-
Square
6.559
1.809
p
.161
.771
Employee
Mean
41.57
40.71
Chi-
Square
6.559
1.809
p
.161
.771
Not Working
Mean
30.29
30.29
Chi-
Square
6.559
1.809
p
.161
.771
Entrepreneur
Mean
47.43
34.14
Chi-
Square
6.559
1.809
p
.161
.771
College Student /
Employee
Mean
54.50
33.00
Chi-
Square
6.559
1.809
p
.161
.771
The results show that there were no significant differences
between participants who are students, employees, not
working, entrepreneurs and employees / students in brand
image and self-esteem. Three, a difference test was
performed on each income level of the brand image. There
is no dimension which showed any significant difference
between participants who have income below IDR
1,000,000.00, IDR 1,000,000.00 - IDR 2,499,000.00, IDR
2,500,000.00 - IDR 4,999,000.00, IDR 5,000,000.00 - IDR
7,499,000.00, IDR 7,500,000.00 - IDR 9,999,000.00 and
above IDR 10,000,000.00, because p > 0.05. Then the
results of different tests on self-esteem show that there is
significant difference between participants who have
income below IDR 1,000,000.00, IDR 1,000,000.00 - IDR
2,499,000.00, IDR 2,500,000.00 - IDR 4,999,000.00, IDR
5,000,000.00 - IDR 7,499,000.00, IDR 7,500,000.00 - IDR
9,999,000.00 and above IDR 10,000,000.00, because p <
0.05. The differences test results can be seen in Table 6.
Table 6 Differences test of brand image and self-
esteem on income level
Income Level
Self-
Esteem
Brand
Image
Under
Rp1.000.000,00
Mean
24.00
30.53
Chi-
Square
16.176
6.784
p
.006
.237
Ro1.000.000,00 –
Rp2.499.000,00
Mean
31.43
28.43
Chi-
Square
16.176
6.784
p
.006
.237
Rp2.500.000,00 –
Rp4.999.000,00
Mean
39.46
42.24
Chi-
Square
16.176
6.784
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638
p
.006
.237
Rp5.000.000,00 –
Rp7.499.000,00
Mean
44.46
44.04
Chi-
Square
16.176
6.784
p
.006
.237
Rp7.500.000,00 –
Rp9.999.000,00
Mean
61.00
39.25
Chi-
Square
16.176
6.784
p
.006
.237
Above
Rp10.000.000,00
Mean
63.50
35.83
Chi-
Square
16.176
6.784
p
.006
.237
The results show that there were significant differences
between participants who have income below IDR
1,000,000.00, IDR 1,000,000.00 - IDR 2,499,000.00, IDR
2,500,000.00 - IDR 4,999,000.00, IDR 5,000,000.00 -
IDR 7,499,000.00, IDR 7,500,000.00 - IDR 9,999,000.00
and above IDR 10,000,000.00, but there were no
significant differences in brand image. It can be concluded
that income level affects the level of self-esteem owned
by participants.
4. CONCLUSION AND SUGGESTION
The findings showed there was a negative relationship
between fashion brand image and self-esteem in women in
Jakarta. This shows that the two variables tested in this
study are not related to one another. Based on the results of
different tests that have been done, it was found that there
was only one significant difference. This significant
difference is in the self-esteem difference test based on
income which shows a result of 0.006, meaning p < 0.05. It
means that income affects the participants' self-esteem.
While the results of different tests on the aspects of age and
work did not have a significant difference, because p > 0.05.
It means that age and occupation do not affect self-esteem
and brand image.
4.1. Theoretical Suggestions
The theoretical suggestion for further research is to continue
to develop research related to women who like fashion
brand images. Through this development, it is expected to
overcome limitations in research. Other considerations, the
criteria for research participants can be expanded to a
broader picture. The next researcher who will conduct
research on fashion brand image can pay more attention to
items on the measurement scale. Make sure all items on this
scale discuss the fashion brand image, not the brand image
in general. Then, so that the research results can be more
generalized, a larger sample size can be used.
Further researchers who are interested in examining the
fashion brand image include other factors that might
influence self-esteem, both external and internal factors
such as motivation, observation and the environment. You
should also examine differences in the image of a fashion
brand based on family background, parent's occupation,
parents' income and a more in-depth questionnaire.
4.2. Practical Suggestions
Suggestions for women who like fashion brand images are
expected to be able to control in terms of buying branded
products so that it does not reach the level of consumerism,
especially for women who buy branded products to increase
self-esteem. In order not to fall into consumptive behavior,
we can make a priority scale of needs by making notes on
various kinds of needs starting from the most important
needs that must be met.
One of the ways to increase self-esteem is to attend
seminars or workshops on self-development and self-care.
For example, by taking care of themselves, so that women's
self-esteem increases causing a decrease in the desire to buy
branded products.
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