FACTORS INFLUENCING PURCHASE INTENTION OF LAPTOP BAGS - CASE STUDY OF GLENN HAMMOND

• Main Author: Andersen, Yonatan
• Format: Final Project
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/69550
• Institution: Institut Teknologi Bandung

Glenn Hammond is brand of a company planned to build in Bandung. It will be built to be a luxury retail clothing company which try to imitate Louis Vuitton, Gucci and J.W Anderson success. Premium laptop bag was the first move of Glenn Hammond that targeted young generation segment. This research is mainly about Glenn Hammond’s first move to penetrate the market. Glenn Hammond believes through this research the action plan could be easier to be mapped which in this case towards target market. The research is using Design, Quality and Price as the factors that examined purchase intentions of Glenn Hammond’s possible target market and describes their behavior towards Glenn Hammond’s Laptop Bag Prototype through their answers on questionnaire that distributed by Author. Results show that Design is most determining factor of customers’ purchase intention towards Glenn Hammond.