Factors Affecting Purchase Intention on Fashion Products

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Published May 31, 2023
DOI https://doi.org/10.29138/ijebd.v6i3.2278

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Nur Widyawati
Dian Arisanti
STIAMAK Barunawati Surabaya
Hanifah Belen Fauziyyah
STIAMAK Barunawati Surabaya
Aris Dwi Kurniawan
STIAMAK Barunawati Surabaya
Lutfi Bayu Abadi
STIAMAK Barunawati Surabaya

Abstract

Purpose: To identify and analyze the effect of perceived usefulness, perceived usefulness, benefits, trust and risks on purchase intentions for fashion products.


Design / methodology / approach: The method in this study uses a quantitative approach with Structural Equation Model (SEM) berbasis Partial Least Square (PLS).


Findings: The research was conducted on the millennial generation who like fashion on ZARA, UNIQLO and H&M products


Research limitations / implications: Limits in the study use five independent variables and one dependent variable. The independent variables are perceived of use, perceived usefulness, benefit, trust and risk. The dependent variable is purchase intention.


Practical Implications: The population in this study is millennials who buy 100 ZARA, UNIQLO and H&M products.


Originality / Value: This research was conducted on ZARA, UNIQLO and H&M products.

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Article Details

Issue
Vol 6 No 3 (2023): May 2023
Section
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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