Purchase Intention of International Branded Clothes Fashion among Younger’s in Jakarta
Keywords:Perceived Quality, Brand Image, Country of Origin, Purchase Intention
The purpose of this study is to investigate the factors influencing consumer’s purchase intention among younger’s on international branded clothes fashion in Jakarta. Data for this study was collected through self-administered questionnaire and distributed through convenient sampling method. A total of 100 completed and usable questionnaires have been collected. Pearson Correlation analysis and multiple regression analysis were applied to determine the interrelation of different variables in purchase intention. Findings of this study are limited by the number of respondents, area and location of the study, and absence of other methods to obtain results other than questionnaire. Empirical results show that there is a significant correlation between independent variables (perceived quality, brand image and country of origin) towards the dependent variable (purchase intention). This study is important to the marketers to understand the factors that influence consumers purchase intention. Marketers could also make improvement and strengthen their business based on selected variable to be more competitive.
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