Antecedences and consequence of intention to buy foreign clothes

DETAIL KOLEKSI

Antecedences and consequence of intention to buy foreign clothes

Oleh : Jon Bryan Subastian

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Luki Adiati Pratomo

Kata Kunci : Theory of Planned Behaviour, Foreign Clothing Brands, Purchase Intention, Indonesia Consumer Behavio

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Status : Lengkap

Abstrak
Abstract

T Tujuan dari penelitian ini adalah untuk melihat elemen-elemen yang mempengaruhi perilaku pembelian konsumen Indonesia terhadap merek-merek pakaian asing. Penelitian ini merupakan penelitian pengujian hipotesis yang dilakukan di Indonesia. Data dikumpulkan dengan mengirimkan kuesioner kepada 212 responden yang sebelumnya pernah membeli atau sedang mempertimbangkan untuk membeli merek pakaian asing. Data dianalisis dengan menggunakan Structural Equation Modelling (SEM) dan Statistical Package for the Social Sciences (SPSS), yang keduanya dibantu oleh AMOS 24. Menurut temuan penelitian ini, norma subjektif memiliki dampak yang menguntungkan pada permintaan status dan sikap terhadap budaya lain, yang mana hanya sikap konsumen terhadap budaya lain yang mempengaruhi sikap konsumen terhadap merek pakaian asing. Selanjutnya terdapat pengaruh antara sikap positif terhadap budaya asing dan niat beli. Namun Perceive Behavioural Control dan sikap positif konsumen terhadap merek pakaian asing tidak mempengaruhi purchase intention. Terakhir, terdapat pengaruh positif antara niat beli positif orang Indonesia terhadap perilaku aktual membeli merek pakaian asing. Hasil penelitian ini memiliki berbagai implikasi manajemen untuk merek pakaian (pemasar asing dan domestik), serta saran untuk peneliti selanjutnya.

T The purpose of this research is to look at the elements that impact Indonesian consumers\\\' purchasing behaviour for foreign clothing brands. This is hypothesis-testing research undertaken in Indonesia. Data was collected by delivering questionnaires to 212 respondents who had previously purchased or were considering purchasing foreign clothing brands. The data were analysed using Structural Equation Modelling (SEM) and the Statistical Package for the Social Sciences (SPSS), which were both assisted by AMOS 24. According to the findings of this study, subjective norms have a favourable impact on the demand for status and attitudes toward other cultures, which only consumer attitude towards other cultures that influence consumer attitudes toward foreign clothing brands. Next there was influence between positive attitude towards foreign culture and purchase intention. While Perceive Behavioural Control and consumer positive attitude towards foreign clothing brands, donâ€™t influence purchase intention. Lastly thereâ€™s positive influence of Indonesia positive purchase intention to the actual behaviour of buying the foreign clothing brands. The findings of this study have various management implications for the clothing brands (foreign and domestic marketers), as well as suggestions for future researchers.