Analysis of key factors affecting purchase of foreign fashion brand
The aim of this paper is to analyse factors that influencing purchase decision of foreign fashion brands. This study adopted the descriptive quantitative approach. The result is coming from both primary data which is coming from the questionnaire result and secondary data which is coming from journal, news, website, and previous studies. The questionnaire was distributed to 150 respondents and the data processing was done by using SPSS 23 software. The result from the structural model suggests that purchase decision are influenced by product, price, promotion, and brand image. By having a better understanding of the purchasing decisions of foreign fashion brands, these brands can create better marketing strategies to make consumers have the decision to buy foreign fashion brands. Theoretical implications and further recommendation are based on the findings of this research.
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