THE INFLUENCE OF INTERNATIONAL BRANDS IN SHAPING GEN- Z’S PURCHASING BEHAVIOUR IN INDONESIA IN THE SPORTSWEAR INDUSTRY

THE INFLUENCE OF INTERNATIONAL BRANDS IN SHAPING GEN- Z’S PURCHASING BEHAVIOUR IN INDONESIA IN THE SPORTSWEAR INDUSTRY

This thesis investigates the influence of international sportswear brands on the purchasing behaviour of Indonesian consumers. Employing a quantitative approach, the study explores how brand trust, promotions, brand image, and advertising affect consumer decisions within the Indonesian sportswear ma...

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Bibliographic Details
Main Author: Aulia Rahman, Bima
Format: Final Project
Language:Indonesia
Online Access:https://digilib.itb.ac.id/gdl/view/85817
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Institution: Institut Teknologi Bandung
Language: Indonesia

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https://digilib.itb.ac.id/gdl/view/85817

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