THE INFLUENCE OF BRAND IMAGE, CELEBRITY ENDORSEMENT, PRODUCT PACKAGING AND PRODUCT QUALITY ON CONSUMER PURCHASE INTENTION TOWARDS LOCAL FASHION BRANDS; A CASE STUDY OF THE EXECUTIVE.

Azubaidi, Bushra Saleh Salim and Abadi, Fiter and Krisnawati, Nila (2020) THE INFLUENCE OF BRAND IMAGE, CELEBRITY ENDORSEMENT, PRODUCT PACKAGING AND PRODUCT QUALITY ON CONSUMER PURCHASE INTENTION TOWARDS LOCAL FASHION BRANDS; A CASE STUDY OF THE EXECUTIVE. Bachelor thesis, Swiss German University.

[img] Text
BA-IBM_Bushra Saleh_1.pdf
Restricted to Repository staff only
Download (1MB)
[img] Text
BA-IBM_Bushra Saleh_2.pdf
Restricted to Repository staff only
Download (1MB)
[img] Text
BA-IBM_Bushra Saleh_3.pdf
Restricted to Repository staff only
Download (1MB)
[img] Text
BA-IBM_Bushra Saleh_4.pdf
Restricted to Repository staff only
Download (2MB)
[img] Text
BA-IBM_Bushra Saleh_5.pdf
Restricted to Repository staff only
Download (1MB)
[img] Text
BA-IBM_Bushra Saleh_REF.pdf
Download (4MB)
[img] Text
BA-IBM_Bushra Saleh_TOC.pdf
Download (1MB)

Abstract

SWI GERMAN UNI The main purpose of this study is to investigate the effect of Brand Image, Celebrity Endorsement, Product Packaging, Product Quality that influence consumer's purchase intention towards local fashion brands in Indonesia, the case study is The Executive. This study aims to understand millennial' purchase intention to local products. This study uses a quantitative method and collects the data through the questionnaire that distributed to The Executive customer that aware of and purchased The Executive product within a year in the Jabodetabek region. The sample in this research was 150 respondents that age between (21-39) years. This research use SPSS software in analyzing pre-test and SMARTPLS to analyze post-test. The finding of this research that Brand Image, Product Packaging, and Product Quality have a significant effect on purchase intention. However, Celebrity Endorsement does not have a significant effect on purchase intention. This study is important as a reference to the local fashion brands to be more appealing in order to face stifle competition with global brands therefore, there are several recommendations for local fashion brands.

Item Type: Thesis (Bachelor)
Subjects: T Technology > TX Home economics > TX377 Dairy products
Divisions: Faculty of Business Administration and Communication > Department of Business Administration
Depositing User: Mr Arinton Sinaga
Date Deposited: 12 Dec 2024 07:30
Last Modified: 12 Dec 2024 07:30
URI: http://repository.sgu.ac.id/id/eprint/2756

Actions (login required)

View Item View Item