Relationships among Marketing Variables (Study of fashion and culinary industry)

DOI

10.2991/icobame-18.2019.39How to use a DOI?

Keywords

relationship; marketing; fashion; culinary; Indonesia

Abstract

For years many previous findings indicated significant relationships among marketing variables that impact purchasing and service. Nevertheless, few empirical studies were conducted to investigate the affected factors of the variables. Hence, with 44 and 31 respondents in fashion and culinary industries, using statistical product and service solution 24 (SPSS 24) the objectives of the study were to examine the relationship among marketing variables in the fashion and culinary industries. The results indicated that consumer shopping habit and new product perception were determinants in improving the purchasing in fashion industry. Whilst product information and promotion strategy were found to have significant effect, leading to service enhancement in culinary sector.

Copyright

© 2019, 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/).

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TY  - CONF
AU  - Titi Laras
AU  - Titop Dwiwinarno
AU  - Ferri Kuswantoro
AU  - Mohammad Najmudin
PY  - 2019/07
DA  - 2019/07
TI  - Relationships among Marketing Variables (Study of fashion and culinary industry)
BT  - Proceedings of the International Conference on Banking, Accounting, Management, and Economics (ICOBAME 2018)
PB  - Atlantis Press
SP  - 176
EP  - 178
SN  - 2352-5428
UR  - https://doi.org/10.2991/icobame-18.2019.39
DO  - 10.2991/icobame-18.2019.39
ID  - Laras2019/07
ER  -