INFLUENCING FACTORS OF CUSTOMER VALUE PROPOSITION TOWARDS PURCHASE INTENTION OF BAG AND SCARF PRODUCT: HIJABER'S PERSPECTIVE

• Main Author: Seruni, Puspita
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80490
• Institution: Institut Teknologi Bandung

Hijab has been an enormous phenomenon in Indonesia for several years, which around 10 percent of the population in Indonesia are hijabers. Muslim market becomes a huge opportunity for some businesses, especially for fashion businesses. However, as hijab has been a primary needs for hijabers, their attitude towards hijab has distinctively different compared to other fashion items. Therefore, this research is conducted to understand which factors affect hijaber’s purchase intention towards two different kind of things. This research examines the impact of Customer Value Proposition factors on hijaber’s Purchase Intention. Data obtained from 429 respondents, by purposive sampling method with requirements for women that are using hijab in daily basis, attain the age of 15 years old or above, and currently living in Indonesia. Multiple Linear Regression Analysis is also used to process the data. As a result, the overall Customer Value Proposition have significant influence towards hijaber’s Purchase Intention simultaneously, which the independent variables could explain more than 50% of the dependent variable.