The Influence of Individual Drivers on Purchase Intention from Customize Products Through Brand Experience and Intention to Use Customization Toolkit

Companies providing custom sportswear in Indonesia have seen a significant increase in demand for custom designs, particularly since the onset of the pandemic. As a result, there is a growing need for businesses to improve productivity by adopting self-design virtual services through websites or applications, similar to practices in other countries. This enables more efficient design processes and reduces the workload of full-time design staff. Despite this trend, limited research has explored the role of brand experience in influencing consumers' intentions to purchase customized products, especially in the context of self-design services. Therefore, this study aims to fill this research gap by analyzing the individual driving factors that significantly influence purchase intention through brand experience and the intention to use customization toolkits. In addition to factors like innovation, variety seeking, prior experience, and product involvement, this research incorporates perceived ease of use, perceived control, and perceived enjoyment to deepen the understanding of what motivates individuals to engage with customization services. Conducted through a quantitative survey of 462 respondents—comprising sports players and customers who have purchased sportswear in Indonesia—the study employs the PLS-SEM method to test the model and hypotheses. The findings reveal that perceived ease of use, perceived enjoyment, and innovativeness are the most significant individual drivers of purchase intent through brand experience and intention to use customization toolkits. These factors account for 45.4% of the variance in brand experience, 50.6% in the intention to use customization toolkits, and 53.7% in purchase intention.