The influence of country-of-origins (Japan) on consumer's purchase intention towards fashion brands: a case study of Uniqlo among gen-z in Jabodetabek = Pengaruh asal negara (Jepang) terhadap niat pembelian konsumen terhadap merek fashion: studi kasus Uniqlo di kalangan gen-z di Jabodetabek

Makatipu, Alvylia Janeva Calista (2024) The influence of country-of-origins (Japan) on consumer's purchase intention towards fashion brands: a case study of Uniqlo among gen-z in Jabodetabek = Pengaruh asal negara (Jepang) terhadap niat pembelian konsumen terhadap merek fashion: studi kasus Uniqlo di kalangan gen-z di Jabodetabek. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

International marketing is defined as the practice of reaching one or more markets globally. It combines globalization and international marketing into a single concept, involving marketing activities conducted by multinational companies operating worldwide. These companies utilize and maximize marketing tactics, global market industries, and global standards. Indonesia is known for its large population growth and is considered one of the top countries with many fashion users and buyers worldwide. However, sales data from Uniqlo in Indonesia shows that Indonesian customers contribute only a small amount to the global sales of Fast Retailing Co., or it is also called as Uniqlo. This contradicts the belief that Indonesia is a major consumer of fashion. This study aims to investigate how factors such as the product's country of origin, brand image, and customer attitudes towards the brand influence the intention to purchase at Uniqlo stores in Jakarta, Indonesia. The research uses a method that helps explain why things happen and involves collecting data from 200 people Gen-Z in JABODETABEK who have bought Uniqlo products. Data was collected through online questionnaires.

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