Analyzing the influence of brand image, sales promotion, perceived quality, and store environment on purchase intention towards Buccheri footwear products - a case study on millennials
As a player who has been in the market for almost 30 years, Buccheri is well- known for its footwear products provided across Indonesia. Having people whose age ranging from 40-60 years old as the major customers triggered Buccheri into attracting new target market. The population of millennial generation in Indonesia has been a very great opportunity for players in the fashion industry. Thus, the purpose of this research is to analyze factors influencing millennials purchase intention. This research is using quantitative approach and the data are collected through questionnaires which were distributed to 116 respondents. Multiple Regression is used to analyze the influence of the independent variables. Based on the findings, three out of four independent variables have significant influence on the millennials purchase intention. Sales Promotion has the biggest influence, followed by Perceived Quality and Brand Image. Store Environment is proved to be having an insignificant and negative influence on millennials purchase intention. The results of this research will be useful for the related company to develop marketing strategies in attracting millennials market.
|B03018||(Rack Thesis)||Available but not for loan - Missing|
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