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All Journal Manajemen Kreatif Jurnal
Alfina Dwi Juniarti
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Decision Sciences, Operations Research & Management

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Pengaruh Luxury Brand Perception, Social Influence, Brand Personality Dan Country Of Origin Terhadap Purchase Intention Pada Perusahaan Fast Fashion di Indonesia Alfina Dwi Juniarti; Rojuaniah Rojuaniah
Manajemen Kreatif Jurnal Vol. 2 No. 1 (2024): Februari: Manajemen Kreatif Jurnal
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/makreju.v2i1.2613

Abstract

This study aims to take the influence of Luxury Brand Perception, Social Influence, Brand Personality and Country of Origin on Purchase Intention in fast fashion companies in Indonesia. This research is a causal research with a quantitative method approach and using multiple linear regression analysis. The population in this study is the millennial generation who intend to buy fast fashion products at H&M and Uniqlo. The sampling technique using non-probability sampling uses purposive sampling with a total sample of 150 respondents. The results of this study indicate that Luxury Brand Perception has no effect on Purchase Intention, Social Influence has no effect on Purchase Intention, Brand Personality has a positive effect on Purchase Intention, Country of Origin has a positive effect on Purchase Intention.
Co-Authors Rojuaniah Rojuaniah