Pengaruh Luxury Brand Perception, Social Influence, Brand Personality Dan Country Of Origin Terhadap Purchase Intention Pada Perusahaan Fast Fashion di Indonesia

Alfina Dwi Juniarti ; Rojuaniah Rojuaniah
Manajemen Kreatif Jurnal (MAKREJU) 📅 2024 Vol 2, No 1 🔗 DOI: 10.55606/makreju.v2i1.2613
Abstract
This study aims to take the influence of Luxury Brand Perception, Social Influence, Brand Personality and Country of Origin on Purchase Intention in fast fashion companies in Indonesia. This research is a causal research with a quantitative method approach and using multiple linear regression analysis. The population in this study is the millennial generation who intend to buy fast fashion products at H&M and Uniqlo. The sampling technique using non-probability sampling uses purposive sampling with a total sample of 150 respondents. The results of this study indicate that Luxury Brand Perception has no effect on Purchase Intention, Social Influence has no effect on Purchase Intention, Brand Personality has a positive effect on Purchase Intention, Country of Origin has a positive effect on Purchase Intention.
Keywords
Luxury Brand Perception; Social Influence; Brand Personality; Country of Origin and Purchase Intention
How to Cite

Alfina Dwi Juniarti & Rojuaniah Rojuaniah (2024). Pengaruh Luxury Brand Perception, Social Influence, Brand Personality Dan Country Of Origin Terhadap Purchase Intention Pada Perusahaan Fast Fashion di Indonesia. Manajemen Kreatif Jurnal (MAKREJU), 2(1). https://doi.org/10.55606/makreju.v2i1.2613

Alfina Dwi Juniarti; Rojuaniah Rojuaniah, "Pengaruh Luxury Brand Perception, Social Influence, Brand Personality Dan Country Of Origin Terhadap Purchase Intention Pada Perusahaan Fast Fashion di Indonesia," Manajemen Kreatif Jurnal (MAKREJU), vol. 2, no. 1, 2024.

Alfina Dwi Juniarti; Rojuaniah Rojuaniah. "Pengaruh Luxury Brand Perception, Social Influence, Brand Personality Dan Country Of Origin Terhadap Purchase Intention Pada Perusahaan Fast Fashion di Indonesia." Manajemen Kreatif Jurnal (MAKREJU), vol. 2, no. 1, 2024.

Alfina Dwi Juniarti; Rojuaniah Rojuaniah. "Pengaruh Luxury Brand Perception, Social Influence, Brand Personality Dan Country Of Origin Terhadap Purchase Intention Pada Perusahaan Fast Fashion di Indonesia." Manajemen Kreatif Jurnal (MAKREJU) 2, no. 1 (2024).

Alfina Dwi Juniarti & Rojuaniah Rojuaniah (2024) 'Pengaruh Luxury Brand Perception, Social Influence, Brand Personality Dan Country Of Origin Terhadap Purchase Intention Pada Perusahaan Fast Fashion di Indonesia', Manajemen Kreatif Jurnal (MAKREJU), 2(1). doi: 10.55606/makreju.v2i1.2613.

Alfina Dwi Juniarti; Rojuaniah Rojuaniah. Pengaruh Luxury Brand Perception, Social Influence, Brand Personality Dan Country Of Origin Terhadap Purchase Intention Pada Perusahaan Fast Fashion di Indonesia. Manajemen Kreatif Jurnal (MAKREJU). 2024;2(1).

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