The Effect of Brand Awareness, Social Media Marketing, Perceived Quality, Hedonic Motivation, and Sales Promotion Towards Consumers Intention to Purchase in Fashion Industry

DOI

10.2991/assehr.k.210805.004How to use a DOI?

Keywords

Purchase intention, Brand awareness, social media marketing, perceived quality, hedonic shopping motivation, sales promotion

Abstract

This research was conducted to investigate the effect of brand awareness, social media marketing, perceived quality, hedonic shopping motivation, and sales promotion towards purchase intention on the fashion industry. Descriptive research was used and this study was included in a cross-sectional study where the data collection period was only carried out within a certain time. The questionnaire was distributed online using Google Form and every statement in the questionnaire is using five points Likert scale. The total sample was 154 respondents who live in Greater Jakarta, aged between 17-35 years old, and have purchased brand X products. Convenience sampling was used and all data were analyzed using the Partial Least Squares - Structural Equation Modelling (PLS-SEM) approach. The results have shown that there is a positive significant relationship between brand awareness, perceived quality, and sales promotion on consumer purchase intention while social media marketing and hedonic shopping motivation insignificant on purchase intention. In addition, the most significant factor that affects consumers’ intention to purchase is sales promotion. Moreover, the firm could get benefit by formulating its brand management strategy in order to attract more consumers who intend to buy and could be more competitive over the other competitors.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Regina Shwastika
AU  - Keni Keni
PY  - 2021
DA  - 2021/08/08
TI  - The Effect of Brand Awareness, Social Media Marketing, Perceived Quality, Hedonic Motivation, and Sales Promotion Towards Consumers Intention to Purchase in Fashion Industry
BT  - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
PB  - Atlantis Press
SP  - 23
EP  - 31
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210805.004
DO  - 10.2991/assehr.k.210805.004
ID  - Shwastika2021
ER  -