Factors Influencing Purchase Intention towards a Retail Clothing Company

Abstract

This research aims to investigate the factors affecting purchase intention towards retail clothing store. Four independent variables were selected in this research; perceived service quality, perceived value for money, brand awareness, and celebrity/brand congruencies. To measure the construct of the research instrument, a survey questionnaire was administered and data were collected from sample of 400 respondents who were customers of a retail clothing company, utilizing convenience sampling techniques. The significance and relationships of perceived service quality, perceived value for money, brand awareness, and celebrity/brand congruencies on purchase intention were tested and analyzed using the MLR. The result showed that all independent variables are positive predictors of purchase intention towards a retail clothing company. This result provided important managerial implications to retail’s management to focus on brand awareness to enhance customers’ purchase intention and profitability. Further investigation of the factors contributing to purchase intention such as sale promotion is highly suggested for future studies.