INVESTIGATION OF FACTOR INFLUENCING PERCEIVED QUALITY AND PERCEIVED PRICE TOWARDS THE PURCHASE INTENTION FOR SUSTAINABLE FASHION PRODUCT

• Main Author: G. Silaban, Mardi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57975
• Institution: Institut Teknologi Bandung

The fashion industry in Indonesia is experiencing a strong growth as per data from the Minister of Industry 2018. With a population of 270 million (Minister of Industry, 2018), Indonesia has a very large market for garment products. Sustainable fashion is one domain to the current fashion environment. It is a fashion practice that emphasizes the values of the environmental and humane dimension of the industry. One such company is Rewear Company. However, currently Rewear Company has difficulty in focusing on the right target market. Therefore, this study was conducted to explore the purchase intention of sustainable fashion products by investigating the dimensions of perceived quality and price perception. Data were collected from 316 respondents, with specific criteria including interest in buying sustainable fashion, age 16 - 30 years, and currently living in Bandung and Jabodetabek. This research uses the Multiple Linear Regression Analysis method. The result of the research showed that perceived quality and price have a significant influence on the purchase intention of sustainable fashion products with the value of the independent variable being able to explain more than 61% of the dependent variable.