WOMEN PERSONALITY FACTORS AND THEIR SHOES OF CHOICE: A CORRELATION ANALYSIS OF CUSTOMER ATTITUDES TOWARD PURCHASE INTENTION OF LOCAL FOOTWEAR PRODUCTS

• Main Author: Dewi Nursilowati, Rani
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41097
• Institution: Institut Teknologi Bandung

Women are more emotionally unstable, and open to feelings and aesthetic experiences. In this intense competition between local and imported shoe which is global brands, customer’s attitudes is the one that will determine the existence of those products. Attitude is the affective side of human reactions, how people feel about an object, person or entity, an emotional or evaluative response that is beneficial or not beneficial to them. Buyer behavior is a concept that answers what, why, how, when, and where someone makes a purchase. Consumer attitudes can also be influenced by personality factors. Personality is a unique, distinctive and dynamic group consisting of various physical and psychological characteristics of individuals, which have a direct impact on attitudes, actions, and reactions to the social and physical environment. It is a challenge for the brands (in this research, local footwear brands) to understand the attitudes of the customers from time to time, especially women. Hence, the marketer needs to understand the factors influencing customer purchase intention and analyze the suitable marketing for local footwear brands. This research is a quantitative research that conducted to explore the objective of the study. Researchers used quantitative approach in this study to collect numerical data so that statistics have been used to generate it. The method used is survey by questioned the respondents in order to gather information. The population of this study is consisted of women between age 15-25 years old in Bandung, Jakarta, and Palembang that have ever bought local footwear products. In this study, the author used purposive sampling. Then, the data was analyzed using validity, reliability, and moderated regression analysis by SPSS. After the analysis sequence has been performed, the formulated comprehensive description of findings are presented