Factors influencing purchase intention towards a retail clothing company
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2017
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International Research E-Journal on Business and Economics 3, 1 (May 2017), 86-96
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Factors influencing purchase intention towards a retail clothing company
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Abstract
This research aims to investigate the factors affecting purchase intention towards retail
clothing store . Four independent variables were selected in this research; perceived
service quality, perceived value for money, brand awareness, and celebrity/brand
congruencies. To measure the construct of the research instrument, a survey questionnaire
was administered and data were collected from sample of 400 respondents who were
customers of a retail clothing company, utilizing convenience sampling techniques. The
significance and relationships of perceived service quality, perceived value for money,
brand awareness, and celebrity/brand congruencies on purchase intention were tested and
analyzed using the MLR. The result showed that all independent variables are positive
predictors of purchase intention towards a retail clothing company. This result provided
important managerial implications to retail’s management to focus on brand awareness to
enhance customers’ purchase intention and profitability. Further investigation of the
factors contributing to purchase intention such as sale promotion is highly suggested for
future studies.
Keywords: perceived.
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