Batubara, Naomi Alexandra and Pratama, Yudhistira (2016) Analyzing Generation Y’s Consumer Perception Towards Local Clothing Brands: A Case of Monstore. Bachelor thesis, Swiss German University.

Preview	Text Naomi Batubara 13112105 TOC.pdf Download (1MB) | Preview
	Text Naomi Batubara 13112105 1.pdf Restricted to Registered users only Download (660kB)
	Text Naomi Batubara 13112105 2.pdf Restricted to Registered users only Download (2MB)
	Text Naomi Batubara 13112105 3.pdf Restricted to Registered users only Download (1MB)
	Text Naomi Batubara 13112105 4.pdf Restricted to Registered users only Download (3MB)
	Text Naomi Batubara 13112105 5.pdf Restricted to Registered users only Download (505kB)
Preview	Text Naomi Batubara 13112105 Ref.pdf Download (483kB) | Preview

Abstract

In clothing business, to be able to compete with other existing brands, the brand must have something distinctive in order to compete with the competitors. In this case, local clothing brand in Indonesia is now producing many types of clothes; it means that they need to be recognizable and valuable for the consumer. Furthermore, it is important to have insight knowledge to understand the factors that influence Gen Y’s perception toward local brand. As one of local brand, Monstore Company itself has shown that they produced very unique products. The purpose of study is to analyze the generation y perception toward local clothing brand. This research is using quantitative method, by distributing 100 questionnaires to Monstore’s customers. It shows that all of the hypotheses were accepted. The most significant variable of repurchase intentions are perception of store and perception of quality, following are perception of value, perception of brand, and the last is perception of price. Recommendations regarding the findings are provided.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Consumer Perception; Generation Y; Local Clothing Brand.
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5415 Consumer Behavior
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Atroridho Rizky
Date Deposited:	03 Nov 2020 14:17
Last Modified:	03 Nov 2020 14:17
URI:	http://repository.sgu.ac.id/id/eprint/1364

Actions (login required)

View Item