DOMINANT FACTORS OF PRODUCT QUALITY THAT STIMULATES CUSTOMER PURCHASING INTENTION OF INTERNATIONAL FASHION BRANDS: STUDY OF ZARA INDONESIA

Abstract

These studies discuss about the Dominant Factors of Product Quality that Stimulates Towards Purchase Intention of International Fashion Brands. Garvin’s 8 product quality dimensions namely performance, features, reliability , conformance, durability, serviceability, aesthetics, perceived quality are used as the variables. This study aims to find out about the dominant factors of product quality and the new factors formed after the analysis. This study is conducted in North Cikarang about Zara Indonesia . A 29 statement questionnaire were distributed to a total number of 70 respondents which were selected using purposive sampling , in which the respondent are the one who ever have Zara products. The statistical analysis was done using the Statistical Package for Social Science (SPSS) Version 24.0 and employed the factor analysis method that resulted two dominant factors of product quality that stimulates their purchase intention in the international fashion brand namely Design Quality and Product Support .