Factors affecting customer purchase intention: a case of Parkson Nu Sentral / Nur Marina Mazlan

The aim of the study is to identify the factors that affect the customer purchase intention at Parkson Nu Sentral. Secondly, its objective is to identify the customer purchase intention and to determined the most influence factors of customer towards purchase intention at Parkson. The literature concerning the product price, product quality and attitude of customer that significantly affect consumer purchase intention at Parkson Nu Sentral. A sample of 100 respondents was taken who are the visitors of shopping malls or their mostly purchases at Parkson Nu Sentral. The data was collected through the questionnaire including 15 items on five-point likert scale. Statistical analysis was done using the software SPSS version 22 which indicated the correlation, and regression analysis of data. Three attributes those are relevant to the purchase intention were found which is product price, product quality and attitude of customer that affect purchase intention. All these three factors positively affect the consumer consumer purchase intention at Parkson. And further research will included the factors that can influence customer purchase intention.