UNDERSTANDING FASHION RETAIL DIMENSION TOWARD CUSTOMER EMOTION AND PURCHASE INTENTION: A SURVEY OF BRANDED FASHION CUSTOMER IN JABODETABEK

Abstract

Nowadays, apparel product is something beyond clothing but fashion, prestige, lifestyle and value received from the product. As the largest market in South East Asia, the attractiveness of Indonesia makes many international fashion retailers come and join the competition in domestic market. While the players are more generous, competition among fashion retailer are getting tough day by day. This study aimed to determine how fashion retail dimension (benefit of brand, product value, price, stock renew and advertisement) could stimulate the emotion received by customer and stimulate their purchase intention. The research was done by quantitative research with 404 number of respondents. Structural equation modeling (SEM) was employed to test the hypothesis. This research found that the product value has biggest influence toward customer purchase intention. In addition, brand significantly gives pride, prestige, and superior to customer. Those positive emotions also a driven factor for customer to do purchase. A unique finding also found regarding the relation between price and purchase intention. Price is found give significant positive influence toward purchase intention. On the contrary, advertisement as marketing tool is found give positive significant influence to negative emotion and negative significant influence to purchase intention.