Factors Influencing Purchase Intention with Brand Awareness as a Mediator on Local Fashion Brand Products
Dewi Ratnasari,
Erilia Kesumahati
Abstract:This research aims to know which factors are more affective to increasing and attracting consumer purchase intentions in local fashion brands. This research used quantitative method by distributing questionnaires which obtains as many as 475 respondents with a population of people who have purchased or used local fashion products in Indonesia. The data analysis method uses PLS-SEM through SmartPLS 3.0. The results of the study show that several factors have a significant effect on purchase intention such as pr… Show more
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