The Effect of Marketing Mix and Consumers’ Characteristics Toward Purchase Intention of Uniqlo Among Millennial Generation in Jakarta

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Wismantoro, Audifa Hannan Putri (2019) The Effect of Marketing Mix and Consumers’ Characteristics Toward Purchase Intention of Uniqlo Among Millennial Generation in Jakarta. Undergraduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

The fast-fashion retails are considered as a big player in Indonesia’s economic market. A lot of international retails target its business to not only reach the global demand, but also expand their market into emerging countries, including Indonesia. Uniqlo, a Japan based clothing company, has been becoming Asia’s biggest fast-fashion retailer in the past decade. The objective of this research is to indicate the effect of marketing mix and consumers’ characteristics on purchase intention. Marketing mix consists the element of product, price, promotion, and place. On the other hand, consumers’ characteristics consists the attributes of cultural influences, social influences, and personal influences. The researcher distributed 100 questionnaires to 100 Uniqlo customers in Jakarta within the age range of 18-37 years old. Multiple regression analysis was used to test empirically the effect of marketing mix and consumers’ characteristics on purchase intention. The researcher found that product, price, promotion, and social influences have positive effect toward consumers’ purchase intention. The insignificant effect of Place, one of marketing mix element, indicates of Uniqlo’s brand loyalty inside its young customers, by which they consider the location of Uniqlo store irrelevant when they shop Uniqlo’s products. Moreover, the finding shows that marketing mix is still relevant in marketing strategy. Keywords: consumers’ characteristics, marketing mix, purchase intention

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce H Social Sciences > HM Sociology
Divisions:	Thesis > Bachelor of Business Administration
Depositing User:	Hasna Salsabila
Date Deposited:	16 Jan 2020 09:18
Last Modified:	17 Jan 2020 03:21
URI:	http://repository.ipmi.ac.id/id/eprint/271

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