This research aims to study factors that influence the purchase intention towards global fashion brand among the international business students of UiTM Melaka City Campus. The drivers of factors that affecting the purchase intention towards global fashion brand among the international business students of UiTM Melaka City Campus are Social Influence, Country of Origin, Brand Image and Perceived Quality. There are four hypotheses constructed in this research. 70 self-administered questionnaires were distributed to the unit of analysis which is the international business students of UiTM Melaka City Campus. The data collected were analysed using the Statistical Package for Social Science (SPSS). Results from this study shows that Social Influence and Brand Image have a significant impact of the Purchase Intention towards Global Fashion Brand.
| Item Type: | Student Project |
|---|---|
| Creators: | Creators Email / ID Num. Wan Hussain, Wan Nur Farah Yasmin 2014406838 |
| Contributors: | Contribution Name Email / ID Num. Advisor Mohd Abas, Norazira UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling H Social Sciences > HF Commerce > Advertising |
| Divisions: | Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management |
| Programme: | Bachelor of Business Administration (Hons.) International Business (BA246) |
| Keywords: | Purchase intention, Fashion brands, Brand Image |
| Date: | 2017 |
| URI: | https://ir.uitm.edu.my/id/eprint/98912 |
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