This paper aim to analyze and examine how country of origin and perceived quality affecting the purchase intention of H&M products in Indonesia. This research uses a quantitative approach with convenience sampling method. In this research, the population are people who live in any city in Indonesia with age range of 17 years old and above as H&M product users. Samples taken randomly as many as 192 respondents with non-probability sampling techniques using online questionnaires with Likerts scale with one to five scale. Authors use software STATA for validity test, reliability test, and regression model. The result from this study shows that country of origin, and perceived quality have a positive effect towards purchase intention. Authors suggest that instilling a perception to customers regarding the country of origin is the key to compete, therefore maintaining the quality of the product is a must for multinational companies.
Managing Customers’ Purchase Intention in Fashion Branded: Experience from Indonesia
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