THE INFLUENCE FACTORS OF YOUTH REPURCHASE INTENTION TOWARD LOCAL FASHION BRAND IN INDONESIA

Abstract

Purpose The purpose of this research is to give understanding about local fashion brand to young people in order to choose local than global brands in order to improve repurchase activity of local fashion brand again in store. Through service quality, store environment, satisfaction and repurchase intention. Design This research paper is using quantitative method with 205 respondent data and spread online survey through google form. There are validity and reliability test. Moreover, this study measures the hypothesis by using SEM (Structural Equation Model). Findings This result of this study shows the relationship between store environment influence service quality and service quality to satisfaction and repurchase intention. Value This research aims to provide insight for fashion industry whether local fashion brand nowadays is satisfying enough for customer to reach repurchase intention. This research provide recommendation for retailers of local fashion industry out there to reach customer satisfaction and repurchase intention.