ANALYZING FACTORS DETERMINING CLOTHING INTEREST AND PURCHASE INTENTION TOWARDS EVERYDAY PAJAMAS FASHION PRODUCTS

• Main Author: Muharam, Ilham
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57216
• Institution: Institut Teknologi Bandung

The trend of Everyday pajamas, recently has become popular in the fashion world. Along with the growth of the trend, brands competing to capture the trend by offer everyday pajamas for their product both the established brands or new brands. Moreover, there are large number of brands and also numerous everyday pajamas products within the market. This situation shows that there is high competition within the market of everyday pajamas, which could make business experience a reduction in its profits. Facing this situation, brands need to understand consumer’s purchase intention concept to be able to predict the actual purchase, which could help brands to develop marketing strategies to further help brands being competitive referring to the current competition within the industry. In addition, understanding consumer purchase intention would make the brand understand the motivation of consumers which it further makes the brand could develop an appropriate marketing strategy for its products. This research aims to identify factors influencing clothing interest and purchase intention in everyday pajamas products. The variables within this study are; attitude, subjective norms, perceived behavioral control, need for uniqueness, self-concept, word of mouth, brand image, perceived quality, price consciousness, and purchase intention. To analyze the data result from 215 respondents, the writer uses Partial Least Square Structural Equation Modelling (PLS-SEM) with SmartPLS tool. The result finds that Attitude and Perceived behavioral control positively and significantly influence purchase intention towards everyday pajamas fashion products. Attitude within this research has become the most influencing factors towards everyday pajamas. On the other hand, need for uniqueness, WOM, brand image, and perceived quality become the factors that influence clothing interest. The findings of this research are expected to give insightful information for brands regarding predictors of purchase intention towards everyday pajamas fashion products and for future study.