Factors influencing university students’ intention towards purchasing luxury fashion brands / Priscilla Mening Dian

• Main Author: Dian, Priscilla Mening
• Format: Student Project
• Language: English
• Published: 2015
• Subjects: H Social Sciences (General); Study and teaching. Research
• Online Access: https://ir.uitm.edu.my/id/eprint/81008/1/81008.pdf; https://ir.uitm.edu.my/id/eprint/81008/
• Institution: Universiti Teknologi Mara

The purpose of this study is to investigate the factors influencing university students’ intention towards purchasing luxury fashion brands. Also, this research is to investigate the relationship between factors influencing university students’ intention toward purchasing luxury fashion brands with customer purchase decision. Last is to identify the most important factor influencing university students’ intention towards purchasing luxury fashion brands.The data set is collected through self-administered questionnaire and convenient non-probability random sampling method. A sample of 320 was collected from students at University Teknologi Mara, Kota Samarahan, Sarawak Malaysia. The findings revealed that there is a significant relationship between various factors towards purchase intention.