Faktor yang Memengaruhi Purchase Intention Produk Pakaian H&M di Jakarta
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Abstract
The purpose of this study was to determine and analyze the effect of brand image, brand trust, and brand familiarity on the purchase intention of H&M clothing products in Jakarta. The number of samples collected was 131 respondents. The criteria for respondents in this study were people who know and have bought H&M products in Jakarta. The research instrument uses a Google form questionnaire and is distributed online. The method used to analyze the data was by employing Structural Equation Model (SEM). The results show that brand image and familiarity positively and significantly affect purchase intention. While brand trust has no influence on purchase intention. Therefore, H&M needs to give more attention to brand image and familiarity to improve the purchase intention of consumers of H&M clothing products in Jakarta.
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