the influence of brand image, perceived price, …

THE INFLUENCE OF BRAND IMAGE,

PERCEIVED PRICE, PERCEIVED QUALITY, AND PERCEIVED VALUE

ON THE PURCHASE INTENTION IN THE FAST-FASHION INDUSTRY

(A Case Study of ZARA Fashion Product in Vietnam)

By

Ho Hoang Hiep ID

no. 014201400141

A Skripsi presented to the

Faculty of Business President University in partial

fulfillment of the requirements for Bachelor Degree

in Management

June 2018

iv

ABSTRACT

The purpose of this research is to determine the influence of Brand Image, Perceived

Price, Perceived Quality and Perceived Value on consumer Purchase Intention of Zara

in Viet Nam. The research was conducted to identify whether all variables being

covered will have the influence on consumer purchase intention. Therefore, this

research aims to find out whether the following variables like Brand Image, Perceived

Price, Perceived Quality and Perceived Value could be the determinants of the

Customer Purchase Intention. This research focuses on Ho Chi Minh area considering

Zara mainly operates in, and also this city is the biggest city and has the most potential

customers. The researcher distributed questionnaires using the quantitative method and

spread it to 150 respondents who know Zara and have previous experience of Zara's

products. The researcher only focuses on teenage and young adult which is widely

recognized as the next consumer powerhouse. With data processing using SPSS 23.0,

the results revealed that the specific Brand Image, Perceived Price and Perceived

Product have a significant influence towards consumer purchase intention to buy Zara

products. Meanwhile, Perceived Value has no significant influence towards consumer

purchase intention to buy Zara products. Predictive ability of four variables on

consumer Purchase Intention towards Zara in Vietnam in this study was 70.1% while

the remaining 29.9% were affected by other factors not included in the research model

being studied. Overall, the research had achieved the objectives of the research as well

as brings recommendations to the managers of Zara Vietnam.

Keywords: Brand Image, Perceived Price, Perceived Quality, Perceived Value,

Purchase intention.

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ACKNOWLEDGEMENT

Through this opportunity, I would like to thank to my Buddha who always gave me

blessing and strength to finish this thesis. Also, I would like to express my gratitude to

the people who always give their best support to me.

I would like to show my appreciation to my advisors – Mr. Hanif Adinugroho

Widyanto, S.E., M.M. and Mr. Sonny V. Sutedjo, SE., MM., who always listened to

me and gave me so many advices when I had trouble in my thesis. They always spend

their time to guide me to do the thesis step by step, share ideas and information to

support my topic in particular, my thesis in general. Thank you for everything Sir!

Huge thank should be delivered to my beloved family, to my father Ho Hoang Phung

and my mother Nguyen Thi Duong. Thank for their listening, understanding, and

sharing, encouraging and financial supporting. Thanks to them I can have motivation

to do the best this thesis. I really love them!

Specially thank to my closet cousin Phan Ho Tan Phat, who supported, encouraged,

helped and advised me too much during my thesis making and also in my life. Now,

we are far away from each other, but I hope we can gather as soon as we could. Thank

Cikarang, June 4th, 2018

Ho Hoang Hiep

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TABLE OF CONTENTS

PANEL OF EXAMINERS ............................................................................................. i

DECLARATION OF ORIGINALITY ........................................................................ iii

ABSTRACT ................................................................................................................. iv

ACKNOWLEDGEMENT ............................................................................................. v

TABLE OF CONTENTS ............................................................................................. vi

CHAPTER I ................................................................................................................... 1

INTRODUCTION ......................................................................................................... 1

1.1 Background .......................................................................................................... 1

1.2. Research Problem ................................................................................................ 6

1.3 Research Questions .............................................................................................. 6

1.4 Research Objectives ............................................................................................. 7

1.5 Research Benefits ................................................................................................. 7

1.5.1 For Management of Zara Vietnam ................................................................ 7

1.5.2 For future researchers ....................................................................................8

1.6 Limitation .............................................................................................................8

1.7 Thesis Organization .............................................................................................8

CHAPTER 2 .................................................................................................................. 9

LITERATURE REVIEW .............................................................................................. 9

2.1 Introduction ..........................................................................................................9

2.2 Brand image ....................................................................................................... 10

2.2.1 Relationship between Brand Image and Purchase Intention ....................... 11

2.3 Perceived price ............................................................................................... 12

2.3.1 Relationship between Perceived Price and Purchase Intention ................... 13

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2.4 Perceived quality ................................................................................................ 13

2.4.1 Relationship between Perceived Quality and Purchase Intention ............... 15

2.5 Perceived value 15

2.5.1 Relationship between Perceived Value and Purchase Intention .................. 16

2.7 Previous Research .............................................................................................. 17

2.8 Research Gap ...................................................................................................... 20

CHAPTER III .............................................................................................................. 21

RESEARCH METHODOLOGY ................................................................................ 21

3.1 Research Framework .......................................................................................... 21

3.2 Hypotheses ......................................................................................................... 21

3.3 Operational Definitions ...................................................................................... 22

3.4 Research instrument ........................................................................................... 25

3.4.1 Data collection ............................................................................................. 25

3.4.2 Design of questionnaire ............................................................................... 25

3.5 Sampling design ................................................................................................. 26

3.5.1 Population .................................................................................................... 26

3.5.2 Sampling method ......................................................................................... 26

3.5.3 Distribution of questionnaire ....................................................................... 27

3.5.4 Margin of Error ........................................................................................... 27

3.6 Data Analysis ..................................................................................................... 27

3.6.1 Reliability Test ............................................................................................ 27

3.6.2 Validity Test ................................................................................................ 28

3.7. Classical Assumption Testing ........................................................................... 30

3.7.1 Normality Test ............................................................................................. 30

3.7.2 Multicollinearity Test .................................................................................. 30

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3.7.3 Heteroscedasticity test: ................................................................................ 31

3.7.4 Autocorrelation test ..................................................................................... 31

3.7.5. Descriptive Testing ..................................................................................... 31

3.7.6 Multiple Regression Analysis...................................................................... 33

3.7.7 Testing the Hypothesis ................................................................................ 33

CHAPTER 4 ................................................................................................................ 36

RESEARCH RESULT AND DISCUSSIONS ............................................................ 36

4.1. Descriptive Analysis ......................................................................................... 36

4.1.1. Gender ........................................................................................................ 36

4.1.5 Income or Allowance per month ................................................................. 38

4.1.4. Descriptive Statistical Analysis of Variables ............................................. 39

4.2 Result of Validity and Reliability Testing .......................................................... 40

4.2.1 Result of Validity Testing ........................................................................... 40

4.2.2. Result of Reliability Testing ....................................................................... 43

4.2.3. Classical Assumption ................................................................................. 44

4.2.4 Hypothesis Testing ...................................................................................... 49

4.3 Discussions and Interpretation of Result ............................................................ 51

4.3.1 Influence of Brand Image on Purchase Intention ........................................ 52

4.3.2 Influence of Perceived Price on Purchase Intention .................................... 52

4.3.3 Influence of Perceived Quality on Purchase Intention ................................ 53

4.3.4 Influence of Perceived Value on Purchase Intention .................................. 53

4.3.5 Brand Image, Perceived Price, Perceived Quality, and Perceived Value

toward Purchase Intention .................................................................................... 54

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CHAPTER V ............................................................................................................... 54

CONCLUSION AND RECOMMENDATION ........................................................... 54

5.1 Conclusion .......................................................................................................... 54

5.2 Future Recommendations ................................................................................... 55

5.2.1 For Management of Zara Vietnam .............................................................. 55

5.2.3 For future researchers .................................................................................. 55

REFERENCES ............................................................................................................ 56

APPENDICES ............................................................................................................. 66

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LIST OF TABLES

TABLE 3. 1 OPERATIONAL DEFINITIONS ............................................................ 17

TABLE 3. 2 LIKERT SCALE ..................................................................................... 21

TABLE 3. 3 CRONBACH’S ALPHA INTERNAL CONSISTENCY ........................ 23

TABLE 3. 4 CORRELATION COEFFICIENT RANGE STRENGTH TABLE .......24

TABLE 4. 1 DESCRIPTIVE STATISTICS RESULT ................................................. 38

TABLE 4. 2 CORRELATIONS TABLE ..................................................................... 39

TABLE 4. 3 BRAND IMAGE – VALIDITY RESULT ..............................................40

TABLE 4. 4 PERCEIVED PRICE – VALIDITY RESULT ........................................ 40

TABLE 4. 5 PERCEIVED PRICE – VALIDITY RESULT ........................................ 41

TABLE 4. 6 PERCEIVED VALUE – VALIDITY RESULT ...................................... 41

TABLE 4. 7 PURCHASE INTENTION – VALIDITY RESULT ............................... 42

TABLE 4. 8 RELIABILITY RESULT ......................................................................... 42

TABLE 4. 9 MULTICOLLINEARITY ........................................................................ 45

TABLE 4. 10 MULTIPLE REGRESSION TEST RESULT ....................................... 47

TABLE 4. 11 ANOVA TABLE, F-TEST SIGNIFICANCE RESULT ........................ 49

TABLE 4. 12 COEFFICIENT DETERMINATION (R2) RESULT ........................... 50

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LIST OF FIGURES

Figure 1. 1 Market Demand Of Clothing In Vietnam (2011 – 2018) ............................ 3

Figure 1. 2 Zara's Sales Decreases ................................................................................. 4

Figure 1. 3 Zara first shop in Vietnam 2016 .................................................................. 5

Figure 3. 1 Theoretical Framework. ............................................................................ 16

Figure 4. 1 Gender Of Respondents ............................................................................. 39

Figure 4. 2 Age Of Respondents .................................................................................. 40

Figure 4. 3 Education Level Of Respondents .............................................................. 41

Figure 4. 4 Income Or Allowance Per Month Of Respondents ................................... 42

Figure 4. 5 Histogram ...................................................................................................50

Figure 4. 6 Normal P-Plot Regression Standardized Residual .................................... 51

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CHAPTER I

1.1 Background

INTRODUCTION

Fashion is an extensive topic, which can be used to sell products from several

categories. Hence, the term beyond the apparel industry reaches also accessories,

cosmetics, shoes and furnishing (Romeo, et al., 2013). The meaning of fashion depends

on the concept, and it can form different types of signs in the minds of the people

(Lerkpollakarn, 2012).

The term of fashion should not be confused with the definition of style that can exist

outside of the fashion season. Today consumers can browse different styles, for

example, on the internet, but what is the fashion depends on the attitudes and

perceptions of consumers. Fashion highlights are currently shown in street view to

convey status or success (Lerkpollakarn, 2012). Despite the breadth of the term

fashion, this study focuses on the customer's intention to buy because it is the primary

product categories of the company Zara case. After all, the clothes represent a lot of

issues to dominate the fashion industry in general (Clamp, 2015).

According to Jackson and Shaw (2015), fashion industry includes unique design as

well as the production of goods such as textiles, clothing, fur products, jewelry, and

other accessories. Fashion linking elements of modern technology, strategic branding

and successful business model. Unstable in the preferences of consumers, arising from

uncontrollable factors, is also familiar to the industry (Lerkpollakarn, 2012). These

factors include the weather, the influence of the pioneers of fashion and fads develop

quickly through the media (Jackson & Shaw, 2015) In other words, the behavior and

the expectations of consumers are difficult to predict, and this poses challenges for

fashion retailers. Therefore, the success of a fashion designer depends on the creativity

and innovation (European Commission, 2015). The fashion industry is highly

competitive and visual features are essential factors in the retail fashion (Lea-

Greenwood, 2015).

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Most fashion products are using only a piece of the fashion industry can be described

as disposable (Lerkpollakarn, 2012).Rapid changes are specific to the fashion industry,

and therefore the success and failure are often associated with the flexibility of the

organization. Short life cycle, high volatility, low predictability and high impulse

purchase are factors typical in the industry (Romeo, et al., 2013). Rhythm season

throughout the year is an expectation (Malen, 2012) and the seasonal sales vary

between countries depending on the needs of consumers (Lerkpollakarn, 2010).

Typically, the season is divided into autumn/winter and spring/summer, which could

be problematic for the designer from their cash flow is not stable throughout the year

(Malen, 2012).

To prove the weight of industry fashion maintained in the field today, in 2015, the

clothing world and textile industry reached nearly $ 3,470 trillion, and regional

women's wear is expected to pass $ 621 billion in 2019. In just one year, the US spent

$ 280 billion in consumer fashion (Fashion Industry statistics, 2015). The massive

dollar shows how big the role of the fashion industry plays in the consumption patterns

of people worldwide.

According to Fletcher (2008), Fast fashion is a business model is rapidly taking over

the industry. Fast fashion company focused on creating a significant amount of

inventory as quickly and cheaply as possible; products are sold at low prices with

inventory turnover quickly. Styles are based on fads and the latest trends, and

companies rely on anchoring trend to ensure that consumers are not interested in the

"completely disposable" quality (Fletcher, 2008).

Fast fashion works on a product sales cycle much faster than with traditional models,

including the collection each year 2-4. Instead of providing new products every 3-4

months, the fashion company quickly provide new products every 2-4 weeks. These

products must be current with the popular trend, so the process moves from design to

store shelves is shortened considerably (Fletcher, et al., 2010).

3

According to The Statistics Portal (2018), the number of clothing demand in Vietnam

keep increasing from 2014-2018 (Figure 1.1).

Figure 1. 1 Market demand of clothing in Vietnam (2011 – 2018)

Source: The Statistics Portal (2018)

According to Figure 1.1, Vietnam is in the golden age of clothing industry. On average,

Vietnamese spend VNĐ100 trillion (US$4.05 billion) on clothing every year (Ly,

2017).

Vietnam is an attractive market for production and business of textile and garment

enterprises abroad. Vietnam has the third largest number of people with a passion for

branded clothes in the world after China and India. Therefore, Fast fashion brands such

as Zara, H & M, Topshop, Uniqlo, are trying to take over the fashion market in Vietnam

(Ly, 2017) .

An excellent case study of a fast fashion company that is Zara in Vietnam, Spain

retailers, which offers new products for middle-class customers. Zara changes the

collection every two weeks. Although Zara producing collections mainly in Spain, its

price is low. Zara's secret of success is in the process rather than in their products. Zara

produces small sets of clothing to minimize risk (Malen, 2013) and close to allow fast-

4

moving source (Bruce & Daly, 2014). A change in the industry is the increasing

number of old dealers selling fashion products are used. The second side has become

popular as recycling and green values another uptrend. (Okonkwo, 2010)

The e-commerce boom making fashion items become cheaper, faster changes and

strong impact on the trading company as Inditex (the owner of Zara, Pull&Bear, etc.).

Recognizing this, this company who owns the Zara brand has invested heavily in the

online business, opened fewer stores but with larger, more luxurious. However, experts

say that each is not enough to prevent the momentum of sales decline in the coming

time.

Figure 1. 2 Zara's sales decreases

Source: The Bloomberg (2017)

According to Bloomberg (2017), the strongest decrease in the company's quarterly

sales for at least a decade, sending shares down as much as 16 per cent, the most in

17 years. ZARA's gross margin narrowed to 56.3% in January 2018 due to the adverse

impact of the currency exchange rate. Similar revenue increased 5% in the second half,

the slowest in the past three years (Vietnambiz, 2018).

5

Even though the demand of fashion product is increasing yearly (Figure 1.1), Zara’s

sales still decreased from 2015 to 2017 (Figure 1.2). This raises the concern to find out

what factors influencing purchase intention of the customers in this market.

Figure 1. 3 Zara first shop in Vietnam 2016

Source: Brandsvietnam 2016

According to Inditex (2016), Zara launched its first store in Vietnam at Ho Chi Minh

City’s Vincom Center on September, 2016. However, Zara have ran the business in

Vietnam for less than two years. So, until now, there is no previous research about Zara

Vietnam. Therefore, the researcher decided to do the research about Zara in Vietnam.

To find out the reason why Zara sales decreases, the researcher has to research what

factors affect customer’s intention to purchase the most. Even though there are

numerous factors on purchase intention, for example, Perceived Risk, Perceived

Usefulness, Ambience, etc. However, for this study researcher is just focusing just the

four factors which are brand image, perceived price, perceived quality and perceived

value (Li, 2017). This is expected that those factors were the most influential to affect

the perception of the customers because of its level of usage in decision making that

influence purchase intention.

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The previous research about different factors influence toward purchase intention (e.g.

Chi, et al., 2014; Tariq, et al., 2013; Cham, et al., 2017; Zeinab and Fereshteh, 2016;

Lomboan, 2017) which show that factors have had a significant effect on future profits

of the brand and therefore also the purchase intention of the customer. But, the

researcher decided to use Li (2017) research because it says that Brand Image,

Perceived Price, Perceived Quality and Perceived Value are better in term of

influencing the customer’s purchase intention. This thesis will explore the effects of

these factors on the consumer's purchase intention of a fashion product. The study will

include a survey of case studies of Zara in Vietnam companies, leaders in the fast-

fashion market.

1.2. Research Problem

The challenge for fast fashion retailers is that they have to demonstrate the ability to

respond promptly to the changing needs of consumers so that they do not fall behind

in competition with competitors. Zara is one of the fast fashion retailer largest in the

world today, which is a pioneer name in the business model of this fashion. Nowadays,

fashion product is one of the most important human needs.

Unfortunately, Zara’s sales on 2017 is decreasing from the year 2015 (Figure 1.2).

According to Vietnambiz (2018), Fast-Fashion Fail is also affecting Zara in Vietnam.

Having a problem on their sales, there are many possible factors that could affect it. In

this case, the researcher is going to explore the role of brand image, perceived price,

perceived quality, and perceived value influence in order to see how it effects to the

Purchase intention of fast-fashion brand Zara in Vietnam. Therefore, companies need

to find out the value of their customers and the impact of factors on them. The object

of this research is to examine if there are factors influence on customer purchase

intention of fashion product brands like Zara.

1.3 Research Questions

The purpose of this research is to find the answers to the following questions:

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1. Is there any significant influence of Brand Image on customer Purchase intention

of Zara in Vietnam?

2. Is there any significant influence of Perceived Price on customer Purchase

intention of Zara in Vietnam?

3. Is there any significant influence of Perceived Quality on customer Purchase


4. Is there any significant influence of Perceived Value on customer Purchase


5. Is there any simultaneous significant influence of Brand Image, Perceived Price,

Perceived Quality, and Perceived Value on customer Purchase intention on Zara

in Vietnam?

1.4 Research Objectives

The objectives of this research are:

1. To find out if there is any significant influence of Brand Image on customer

Purchase intention of Zara in Vietnam.

2. To find out there is any significant influence of Perceived Price on customer


3. To find out there is any significant influence of Perceived Quality on customer


4. To find out there is any significant influence of Perceived Value on customer


5. To find out there is any simultaneous significant influence of Brand Image,

Perceived Price, Perceived Quality and Perceived Value on customer Purchase

intention on Zara in Vietnam.

1.5 Research Benefits

1.5.1 For Management of Zara Vietnam

This study is also useful to Zara for them to understand more about their targeted

segments, particularly the Fashion generation. The data collected is objective. Thus,

8

the information of this study is reliable and accurate. By doing this research, managers

of Zara Vietnam can identify good strategies in marketing to be more successful,

increase the sales also increase benefit. Furthermore, this research also plays a role in

the evaluation to improve Zara Vietnam.

1.5.2 For future researchers

For future researchers, this work will provide a better understanding and perspective

of the factors that influence the purchase intention, especially in fast-fashion industry.

And this research will open new research topics for future work/analysis regarding this

topic which is the factors influence purchase intention in Zara Vietnam.

1.6 Limitation

This study is limited only to fashion segments who are customers of Zara fashion

product and are living in Ho Chi Minh, Vietnam. Though, Ho Chi Minh area

considering as Zara mainly operates in, and also this city is the biggest city and has the

most potential customers in Vietnam. Thus, the respondents are limited to these

profiles. The second limitation which is considered is the population of the research.

The researcher wants to focus on the age group of teenagers and young adults, other

younger and older age groups are not being observed in this research. According to

Perlstein (2017), teenagers and young adults, who are quite recognized as the next

consumer powerhouse. These people are expected to account for about 40 per cent of

all consumers by 2020 (Perlstein, 2017). That's a lot of new shoppers. It is necessary

to research them before this people perspective is a key to marketing success. Because

in the Business Situation in Vietnam, according to Ly (2017), the highest portion of

people who will purchase fashion product is on the age group of teenagers and young

adults. Another limitation is that this research may not have captured all the

determinants of the purchase intention which are beyond the marketing theory.

1.7 Thesis Organization

This research consists of five chapters, which are Introduction, Literature Review,

Methodology, Data Analysis, and Conclusion.

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Chapter 1 provides the overview of the entire research study which contains research

background and need for education, followed by problem statement, research

questions, and objectives, the significance of the study, limitation and thesis

organization. Chapter 2 is the review of the literature on each variable and research

gap. Chapter 3 consist of research framework, hypotheses, operational definitions,

research design and sampling plan. Chapter 4 consist of descriptive analysis and

inferential analysis. And the last is Chapter 5, which consist of the conclusion of the

research.

CHAPTER 2 LITERATURE

REVIEW

2.1 Introduction

The purpose of the literature review is to assess existing document and explain the

concepts related to this thesis. The topic has been reviewed and analyzed in a limited

10

number of academic sources. The following will describe the activities of factors

marketing and their influence, purchase intent, and the conceptual framework showing

the relationship between the structures.

Basically, “literature review of a research” is the process of search and analysis

information (information, data, concepts, doctrines, theories, results, conclusions)

related to the research topics to provide extensive insight that previous researchers

mentioned, and moreover, knowing what tasks will be carried out. In this study,

literature review discussed Brand Image, Perceived Price, Perceived Quality and

Perceived Value and how they can influence the Purchase Intention on Zara’s customer

in Vietnam.

2.2 Brand image

According to (Foster, 2016), consumers are buying brands by different motives. One

of the most important factors is associated with a brand, known as brand image (Tariq,

et al., 2013). Brand image is defined as subjective, but consumer awareness argument

or emotion related to specific brands (Cham, et al., 2017). Therefore, the brand image

is everything consumers associate with a brand (Shirin & Kambiz, 2011).

Brand image determines the company's opinion position (Abhigyan, 2014). The image

is the result of the work experience, the value of the consumer, and all the external

factors that affect the performance of specific companies (Warat, 2014). Trends never

become obsolete (Ana & Juracy, 2015). However, the brand image holds different

meaning since it was introduced. Different researchers have different definitions of the

brand image depends on the time, place, and person (Yeh & Chi, 2009). Brand image

determines consumer perceptions that leave some memories in the minds of consumers

(Yu, et al., 2013). Different consumers can easily recognize companies with strong

brands, so it plays an important role in the market concerned trade (Sandeep &

Prasanna, 2016). Kotler and Keller (2006) said that company with strong brand image

and provide an identity for the product, and consumers hold different views and

11

understanding of the product based on the brand image. Demand for similar products

can vary because of the brand image in the market (Lee‐Young Min, 2008).

According to Diamantopoulos (2011), brand image determines the position of the

company in the market, and for that company needs an effective strategic plan.

Companies should focus on the needs of consumers and the desire for better brand

positioning in the market (Nikolaos, et al., 2015). The image that defines a company

promises made to consumers related to the service, price, and quality attributes. Brands

with strong visuals can help in convincing consumers to buy the company's brand

(Diamantopoulos, 2011). For example, Zara is concerned about making money, they

facilitate their consumers by bringing about rapid change in products regarding design,

color, quality and service. Arslan (2014) told that Brand image depends upon the actual

image of the firm in consumers’ mind. A unique set of association in the mind of

consumers communicates expectations. Image creation is considered essential for

customer attraction and retention (Arslan, 2014).

2.2.1 Relationship between Brand Image and Purchase Intention

A consumer purchase intention most often depends on brand image rather than physical

characteristics of brand (Graeff, 1997). Murphy describes the life cycle of brand. He

says there are three stages of brand cycle. The last or the third stage of brand cycle is

image building stage. Here the image of brand builds (Dennis, et al.,

2004). Consumers have evoked set of brands, while choosing a brand the image help

consumer in purchase intention. Image of a brand differentiate the brands from

competitor’s brands (Arslan, 2014).

Wang and et al., (2015) told in his research that consumers are demanding expensive

brands due to change in purchase behavior as well as due to their increased purchasing

power. Brand with strong image has higher purchase intention (Garretson & Clow,

1999). Many consumers mean that the company succeeds in gaining product benefits

(Mehmood & Shafiq, 2015). The brand image helps consumers determine the purchase

12

process whether the brand was created for him/her. It will often influence the purchase

intention of the consumer and other brand aspects (Kotler & Keller, 2006).

According to Hsieh and Setiono (2004) successful brand image enables consumers to

identify the satisfaction of a brand, compare the difference between the brands from its

competitors and increases the chances for consumers to repurchase the brand. This

means that nowadays people expect the product with a perfect brand image so it can

influence them to repurchase the brand (Tee, et al., 2015). Also, when they have

positive feelings of satisfaction, it can guide them to have an intention to purchase, and

it can also guide them to be the first brand that they choose when they want to purchase

the next time (Tee & Chan, 2013). For example, is when consumer purchase television

with Sony, then they have a positive feeling of satisfaction. It will guide them to

purchase another product created by Sony for next purchasing. This is the positive

impact that brand image will make customer has purchase intention habit (Tee, et al.,

2015).

2.3 Perceived price

According to Ana and Juracy (2015), Price is a very sensitive variable in marketing

that affects both sales and profits and is also evident in the fashion sector. Price is the

sacrifice needed to buy or acquire products, and also a monetary sacrifice is necessary

to make a purchase, although this sacrifice is the currency (Joo & Sun, 2015).

From the perspective of consumers, the price includes a specific range of the price that

consumers are willing to pay, falls between a lower standard (e.g., for reasons of

quality) and a higher threshold (e.g., poor value for money), and that there is a certain

flexibility in the price range (Warat, 2014). Consequently, the influence of perceived

price on buying intention is not surprising, especially in emerging markets, where

prices may play an important role (Sharon & Zuraidah, 2014). Consumers in emerging

markets are price conscious, and cost-benefit analysis plays an important role

(Abhigyan, 2014).

13

In some studies, the perceived price is integrated instead of the actual price (Kashyap

& Bojanic, 2000). Links cognitive price for 'reasonable' price, rather than the actual

price accurately, and grasp the extent to which consumers perceive the price as is

consistent with the product or value for money, can differences between consumers

(Justin & Natalia, 2014). Perceived price is a structure located between perceived value

and actual value (Oosthuizen, et al., 2015).

2.3.1 Relationship between Perceived Price and Purchase Intention

According to Setiawan and Achyar (2012), Price plays an important role in valuation

judgment and determining whether to buy or not. Therefore, Perceived price is also

likely to have a direct effect on purchase intentions.

Purchase intention is usually affected by perceived price and value for money

(Nikolaos, et al., 2015). Many studies have highlighted the importance of perceived

price in the process of decision-making, is considered one of the factors deciding the

most important consumer with consumers purchase intention (Justin & Stephen, 2015).

This study will incorporate perceived price, which linked more to the reasonableness

of the price (Le & Tuan, 2013). And will match the price in a way that perceived price

affect significantly purchase intention fast fashion brands, and that the positive

perception positively influence purchase intention (Zeinab & Fereshteh, 2016).

2.4 Perceived quality

According to Yee and San (2011), Perceived quality is one of the most critical factors

is the basis for the success of the current manufacturers. In the fashion industry, the

perceived quality of an object is determined by how the production and assembly

tolerances and the impact of the image quality of an object (Gopal, 2015). Research on

Perceived Quality is a growing field between manufacturers and to compensate the

drive for production efficiency and cost compared to the demand to produce the highest

quality products (Grunerta, et al., 2010). Design quality delivery of products from the

earliest stage, reacting to ideas styles quickly and apply the initial studies of material

14

rather than trying to design it while avoiding the challenges later (Hazlin & Nurazariah,

2016).

Perceived quality becomes "estimates made by the consumer based on the entire

facility as well as the external dimension of the product or service" (Grunerta, et al.,

2010).

Perceived quality may be defined as the subjective reaction to some apparent

characteristics of a product (Smith, 2010). It should be considered in perception and

expectations of consumers based on their assessment of the properties of the product

(Lomboan, 2017). Perceived quality is the consumer's assessment of the superiority or

excellence of a product (Steenkamp & de Jong, 2011). However, a significant point to

focus on is the quality feel is certainly different from the objectivity, quality products

based on quality and production (Li, 2017). Instead, perceived quality is a more

abstract concept which refers to the perception of the customer first (Joo & Sun, 2015).

Therefore, we always see as the perceived quality of the product images in the minds

of consumers (Zeinab & Fereshteh, 2016). Perceived quality is the consumer's

assessment of the superiority or excellence of a product (Verleye, 2015).

Perceived quality is a critical element for consumer decision making; consequently,

consumers will compare the quality of alternatives with regard to price within a

category (Jin & Kang, 2011). In consumer mind, quality is very important thing for

them. Before they make a decision to purchase, they will evaluate the quality of the

product first (Tee, et al., 2015). Then they will think about the price of the product. If

they think the product quality is make sense with the price, and then they will make

decision to purchase (Tee, et al., 2015). But some of consumer will compare two

products with same type (Hazlin & Nurazariah, 2016). For example, is when consumer

purchase shirt, then they will find another shirt and compare it. After all, they will

choose the shirt based on the quality and price as well (Tee, et al., 2015).

15

2.4.1 Relationship between Perceived Quality and Purchase Intention

Perceived quality is found to affect purchase intentions in different contexts and

between different types of products (Joseph, et al., 2000). For example, (Hazlin &

Nurazariah, 2016) see the perceived quality is an important driving force of intent to

buy for foreign goods in emerging markets. Perceived quality has a positive impact

and significant purchase intent for the fashion industry (Gopal, 2015).

Perceived quality directly influences purchasing intention (Yeh & Chi, 2009), and

states where consumers can buy a fashion product when they perceive that the fashion

product brand provides the right quality or features (Sandeep & Prasanna, 2016). Refer

to the study of Tee and Chan (2013), Perceived Quality has huge impact on the market

and for consumer as well. The reason behind the Perceived Quality is made consumer

has felt the product has good quality and also to build purchase intention among

consumers (Li, 2017).

2.5 Perceived value

Customer perceived value is defined as the overall consumer rating in the utility of a

product based on the perception of what is being received and what is given (Zeithaml,

1988).

According to Kuo and Chia (2018), people value events based on their value system.

Perceived value refers to the perception of the buyer in the utility provided by a given

product (Kuo, 2013; Hsi & Kuo, 2010). Perceived value can be enhanced by increasing

the benefits provided or reduce the sacrifice necessary (Zeinab & Fereshteh, 2016).

Joffre and Jillian (2000) used the logic model to analyze the influence of customer

perceived value on purchase intention of consumers in the industry of retail and found

that customers value different perceptions have different buying behavior. In fact,

many researchers considered the value perceived an important factor for companies

marketing (Shu & Pascale, 2006; Joseph, et al., 2000; Minna, 2005). That is because

the perceived value may be a difference and competitiveness for a company (Korda &

Snoj, 2007).

16

2.5.1 Relationship between Perceived Value and Purchase Intention

Perceived value has been argued to be the most important indicator to forecast purchase

intentions and has been viewed as one of the most important measures for gaining a

competitive advantage (Zeithaml, 1988). According to Wang (2016), Perceived value

represent a trade-off between the perceived quality or benefits in the product relative

to the perceived sacrifice by paying the price. It plays an important role in purchase or

consumption decisions. Many scholars have considered that perceived value is relevant

to the emotional responses and consumption experiences of consumers, which can

further influence the consumer’s purchase intention (Wang, et al., 2015). When other

things remain unchanged, perceived value has a positive impact on purchase intention

(Chen, 2012; Wu, et al., 2014; Yee and San, 2011).

2.6 Purchase Intention

Purchase intention is an implied promise to one's self to repurchase the product

whenever a subsequent trip to the market is made (Tariq, et al., 2013). It has vital

importance because the company wants to increase sales of specific products with the

aim to maximize their profit. Intent to buy depict impressive customer retention (Kuo,

2013). There are specific functions of the brand, which has a significant influence on

the intention to purchase of the customer such as the brand image and product quality

(Haryo & Budhi, 2015).

Li (2017) suggested that purchase intention is closely related to actual buying behavior;

This means purchase intention can judge how likely a consumer has purchased a

product. Consumers tend to buy specific brands because they feel the brand offers good

quality and good performance (Le & Tuan, 2013). Research on the relationship

between the means of the variable purchase intent and actual purchase behavior and

found that the purchase intent and actual purchase behavior closely related (Voona, et

al., 2011). Purchase intention may be the possibility that consumers can buy a good

one; in general, purchase intention is widely used in assessing the effectiveness of

future consumption of consumer (Hu & Shiau, 2015).

17

According to Zeinab and Fereshteh (2016), consumers are facing with many situations

that can make them abandon the purchase at any time; once purchase decision has been

made, all kinds of situations potentially arise and hinder the buying behavior of

consumers (Blackwell, et al., 2001). Based on theory, purchase intention in this study

is to explore the ability of consumers to purchase Zara products fast fashion.

2.7 Previous Research

Name Title of Research Independent

and Dependent

Variable

Result

Li (2017) Effects of Brand

Image, Perceived

Price, Perceived

Quality, and

Perceived Value on

the Purchase

Intention towards

Sports and Tourism

Products of the 2016

Taichung

International Travel

Fair

Brand Image

Perceived Price

Perceived

Quality

Perceived Value

Purchase

Intention

There are three factors

shows positive

relationship

(Perceived Price,

Perceived Quality,

Perceived Value) and

the one factor (Brand

Image) show no

positive relationship

on the purchase

intention towards

Taichung

International Travel

Fair.

Chi, et al. (2014) An Exploratory

Study Of The

Factors Influencing

Generation-Y’s

Purchasing

Intention Within The

Toy Industry In

Malaysia

Service Quality

Store Ambiance

Perceived Value

Purchase

Intention

Perceived value is an

important thing to

generation Y, while the store ambience

still need to be noted because it is affected

the female customer. And the customer also

prefers to be in a store with a good service.

And they figure it that

advertisement

18

Lomboan (2017) Analysis the

influence of

Perceived quality,

Perceived price and

Perceived value on

consumer

Purchase intention

in traditional fabrics

(case study kaeng

manado)

Perceived

Quality

Perceived Price

Perceived Value

Purchase

Intention

The two independent

variables (perceived

quality and cognitive

pricing) influence

consumer purchase

intention significantly

and an independent

variable does not

significantly

influence the

purchase intention of

the consumer, which

is perceived value.

Tariq, et al. (2013) Customer

Perceptions about

Branding and

Purchase Intention:

A Study of FMCG

in an Emerging

Market

Brand image

Product quality

Product

knowledge

Product

involvement

Product

attributes

Brand loyalty

Purchase

intentions

There is a moderate

significant relationship between

brand image and purchase intention,

the reason of the moderate relationship

is the promotion

factor.

There is a moderate

relationship between

product quality and

the purchase intention

of the customers that

give a picture of the

quality compromising

behavior.

19

There is moderate

relationship between the Product

knowledge; Product

involvement and the

purchase intention of the customers;

There is weak

relationship between product attributes and

the customer purchase intention.

There is a strong

relationship between

brand loyalty and

purchase intention.

Cham,

(2017)

et al. Factors influencing

clothing interest and

purchase intention: a study of

Generation Y consumers

Brand image

Clothing interest

Self-Concept

Brand Image

Word of Mouth

Perceived

Quality

Purchase

Intention

Need for uniqueness

and self-concept have

a significant positive influence on Purchase

Intention among the consumers of

Generation Y.

Brand image and

Word of Mouth are

significant predictors

of Purchase Intention

of Generation Y

consumers.

Perceived quality of

clothing has a positive relationship

with individuals’

clothing Purchase

Intention.

Consumers’ clothing

interest is positively

related to their

purchase intention.

20

Zeinab and

Fereshteh (2016)

Investigation of the

Influence of

Perceived Quality,

Price and Risk on

Perceived Risk

Perceived

product quality

Perceived

The level of

Perceived quality,

value and risks, as

well as the relative

Perceived Product

Value for Mobile

Consumers

Relative Price

Perceived product

value Purchase

intention

price and purchase

intentions among

students

(participants), are

consistent and above

average, showed a

favorable condition

and influence purchase

intention.

2.8 Research Gap

According to Li (2017), there are numerous factors affect purchase intention, for

example, product quality, product knowledge, perceived risk, word of mouth and some

more, however for this study researcher is just focusing just the four factors which are

brand image, perceived price, perceived quality, and perceived value. This is expected

that those factors were the most influential to assess the influence of purchasing process

and perception the customers in view of its level of usage in decision making that

influence purchase intention.

Previous researches have covered several others factors in their researches, (e.g. Chi,

et al., 2014; Tariq, et al., 2013; Cham, et al., 2017; Zeinab and Fereshteh, 2016) and

what differs them other than the affect is the industry that they do the research on.

Researcher only encounter few of them use fashion industry in this research. Therefore,

a broader view of the fast-fashion industry is needed which also takes into account that

the factors influence purchase intention differently depends on the company’s industry.

However, there is no previous research about customer purchase intention of Zara

Vietnam.

Based on different theoretical and contextual of study above, the researcher of this

study is motivated to examine the influence of brand image, perceived price, perceived

quality, and perceived value to influence purchase intention to people who are familiar

with Zara and have previous experience with Zara products. The result from the

research which revolves around fast-fashion industry could be considered valuable to

the companies in the same industry.

21

CHAPTER III

RESEARCH METHODOLOGY

3.1 Research Framework

Figure 3. 1 Theoretical Framework

Source: Adapted from (Li, 2017)

On the figure above Figure 3.1, it demonstrates about the four factors which influence

Purchase Intention. Here, the researcher uses four factors which are Brand Image,

Perceived Price, Perceived Quality, and Perceived Value as the independent variables

and one dependent variable which is Purchase Intention.

3.2 Hypotheses

H1:

Ha1: b1 ≠ 0 (There is significant influence of Brand Image towards Purchase Intention)

22

H01: b1 = 0 (There is no significant influence of Brand Image towards Purchase

Intention) H2:

Ha2: b2 ≠ 0 (There is significant influence of Perceived Price towards Purchase

Intention)

H02: b2 = 0 (There is no significant influence of Perceived Price towards Purchase

Intention) H3:

Ha3: b3 ≠ 0 (There is significant influence of Perceived Quality towards Purchase

Intention)

H03: b3 = 0 (There is no significant influence of Perceived Quality towards

Purchase Intention) H4:

Ha4: b4 ≠ 0 (There is significant influence of Perceived Value towards Purchase

Intention)

H04: b4 = 0 (There is no significant influence of Perceived Value towards

Purchase Intention) H5:

Ha5: b5 ≠ 0 (There is significant influence of Brand Image, Perceived Price, Perceived

Quality, and Perceived Value towards Purchase Intention)

H05: b5 = 0 (There is no significant influence of Brand Image, Perceived Price,

Perceived Quality, and Perceived Value towards Purchase Intention)

3.3 Operational Definitions

Table 3. 1 Operational Definitions

Variable Definition Indicators Questions/Statements

23

Brand Image Brand image is the

perception and confidence of

customers, as reflected in the

associations held in consumer memory.

Kotler and Keller

(2006)

1. Trust

2. Brand

Association

3. Brand Reputation

4. Brand Personality

5. Consumer

Benefits

6. Brand uniqueness

Foster (2016)

I can distinguish Zara brand

element from other brands I am convinced that Zara brand

is a leader in Fashion industry in Vietnam.

I tend to purchase Zara

products that really make me look good in front of my

friends

Zara brand is better than

others fast-fashion brand

I feel that Zara brand is

24

socially responsible


Adopted from Mehmood and

Shafiq (2015) and Shirin and

Kambiz (2011)

Perceived

Price

Perceived Price is

the price

systematized by the

consumer.

Consumers tend to

explain the price through subjective

perception, and

transfer them to the concept of

"expensive" or "cheap" in their

memory, so the price perception is

not the real monetary of a

product.

Kashyap & Bojanic

(2000)

1. Objective price

2. Perceived

nonmonetary price

3. Sacrifice

4. Affordability

5. Price feasibility

with product quality

6. Prices in

accordance with benefits

Zeithaml (1988) and

Oosthuizen, et al.,

(2015)

Zara product is reasonably priced

Zara product offers value for

money

Zara product is a good

product for the price

The price of Zara product is

acceptable I can afford to buy Zara

products.

Adopted from Korda and

Snoj (2007), Le and Tuan

(2013) and Zeinab and

Fereshteh (2016)

25

Perceived

Quality

Perceived quality is

the consumer's

subjective

assessment of

product quality, and

he or she will

evaluate the quality

of the product from

their previous

feelings and

experiences.

(Lomboan, 2017)

1. Benefits

2. Variety

3. Product Quality

4. Expectation

5. Product

information

(Yee & San, 2011)

The visual appearance of

Zara products is very good Zara products are produced

with high-quality material The durability of Zara

products is long

Zara products has a lot of

Designs

Zara offers the most convenient clothes for daily

look

Zara product has consistent

quality

Zara product has an acceptable standard of

quality

Adopted by Korda and Snoj

(2007), Le and Tuan (2013) and Zeinab and Fereshteh

(2016)


Perceived

Value

Perceived value is

the overall

assessment of the utility customers of

product based on the perception of

what is given and what is received.

(Joseph, et al., 2000)

& (Zeithaml,

1988)

1. Emotional

2. Functional

3. Cognitive

4. Conditional

(Zeinab & Fereshteh,

2016)

I believe that for the money I

bought Zara product, I got the product with a lot of benefits

For me, the overall value of Zara product is high

3. Zara products are

useful and practical

4. Money and all other

efforts put in getting Zara

product were worth

Adopted from Korda and

Snoj (2007) and Zeinab and

Fereshteh (2016)

26

Purchase

Intention

An initial plan from

a customer that already has the

intention to buy a product or service in

immediate time, but

the buying intention could still be change

due to external factors that may

affect the

customer’s

condition or ability in the future

(Tariq, et al., 2013)

1. Probability

2. Likely

3. Propensity

4. Preference

5. Future Plan

6. Willingness

(Haryo & Budhi, 2015)

I will choose the Zara store

shopping when needed next time.

I plan to purchase Zara

products in near future I

prefer to choose Zara than

other brands of fast-fashion.

Purchasing Zara products is

something I would do

I am willing to purchase Zara

products I will recommend Zara to my

family and friends.

Adopted from Le & Tuan,

(2013); Voona, et al. (2011);

and Zeinab and Fereshteh

(2016)

3.4 Research instrument

Research instrument is a survey, questionnaires, tests, scales, rating or tool designed to

measure the variables, characteristics or information of interest, usually behavioral

traits or psychological. Research instrument is often used in research. In this study,

researchers used data collection and data analysis as a research instrument.

3.4.1 Data collection

Data collection includes surveys, literature review, and questionnaire distribution.

Meanwhile, data analysis is using the SPSS version 23. There were two types of data

had been used in this study, which were primary data and secondary data. Primary data

refers to first-hand information collected by researchers about the variable of interest

for the specific purpose of the study. Meanwhile, secondary data related to information

collected from existing sources.

3.4.2 Design of questionnaire

This study used the questionnaire to collect data from different sources. The

questionnaire was based on five variables of the study, which are Brand Image,

Perceived Price, Perceived Quality, Perceived Value and Purchase Intention. The

questionnaire consists of three parts. The first section is a filtered question to determine

whether the respondent is qualified or not. The second section includes questions

related to respondents’ background, configuration and demographic status. The final

section consists of statements and questions related to the study. The researcher used

27

rating questions that determined by (Lewis, et al., 2009) as the questions that are often

used to collect optional data.

In this study, researchers used the most frequently used methodology to construct a

summated assessment scale, the Likert scale. The researchers decided to use the

fivepoint rating scale is numbered from 1 to 5. Assessment Scale summated include

statements expressed favorable attitudes and detrimental to the object of interest.

The respondents were asked to provide their opinions on how far they agree or disagree

that each statement based on their scores. Likert scale is easy and fast to build, more

reliable and can also provide a large volume of data than any other method (Hair, et

al., 2007).

The questionnaire was formed by Microsoft Word 2010 and Google Drive application

with scale style of question. The Likert–style rating scale questionnaire uses 5-point

rating scale and to answer the questions, respondents only have to choose one of the

checkboxes. The point rating scale is explained as follows: Table 3. 2 Likert Scale

Respons

e

Categor

y

Strongl

y

Disagre

e

Disagree

Neutral

Agree

Strongl

y Agree

Rating Scale

1

2

3

4

5

3.5 Sampling design

3.5.1 Population

The population is all elements, individuals and units that meet the selection criteria for

a studied group (Cooper & Schindler, 2011). Population refers to the general group of

people, events or things attractive that researcher wants to investigate (Sekaran &

Bougie, 2010). In this study, the study population focused Zara's customers who are

living in Vietnam. The population is unknown.

3.5.2 Sampling method

Part of a population selected for the study is called a sample (Sekaran & Bougie, 2010).

The sample of this research will be used to investigate the research problems. In this

study, the researcher used non-probability sampling, purposive sampling in particular.

the researcher used (Supranto, 2007) theory that said the size of the sample can be

determined by calculating with below formula:

28

Formula 3. 1 Sample size for unknown population

N = 5 x Q (Source:

Supranto, 2007) Where:

N: Total Sample

Q: Number of Questions in Questionnaire

By that formula, the number of respondent in this research is 135 because there are 27

questions (5 x 27 = 135). The number of 135 is very applicable according to (Sekaran

& Bougie, 2010) which stated that the Sample size should be one in 30-500 elements.

Questionnaires then are distributed online to Zara customers who are living in Viet

Nam.

However, the researcher collected 150 respondents to ensure the data would be more

accurate.

3.5.3 Distribution of questionnaire

In collecting data from respondents, the researcher used a questionnaire online and

distributed to respondents through via social media and then ask them to spread to

others until collected complete enough 135 respondents. The researchers did not use

questionnaires printed because there is physical distance in distributing the

questionnaire.

3.5.4 Margin of Error

The researcher uses margin of error 0.05 for this research. It means that the means level

of error 5% with 95% confidence level.

3.6 Data Analysis

To examine the data in this study, two statistical programs were used. First is Microsoft

Excel, this program is set to tabulate the data collected from the questionnaire. It

simplifies the researchers to analyze the data. The second program used is the

Statistical Package for Social Sciences (SPSS). SPSS is a frequent use by quantitative

researchers to analyze data from distributed questionnaires. The use of SPSS in this

study was used to analyze reliability, validity, weighted mean, factorial analysis,

classic hypothesis, and multiple linear regression analysis.

3.6.1 Reliability Test

Reliability is the degree of accuracy or precision of the measurements made by a

research tool which in this study was a questionnaire (Kumar, 2014). Therefore, the

reliability test is used to show how far the measurement results are relatively

appropriate if the measurement is re-performed for two or more times. For this study,

29

the researchers used the Cronbach's Alpha formula to determine the reliability of the

data. The formula is as follows:

Formula 3. 2 Cronbach-alpha formula

(Source: Oluwatayo, 2012)

Where: α: instrument reliability’s coefficient r:

mean correlation coefficient between variables

N: number of questions

Table 3. 3 Cronbach’s Alpha Internal Consistency

Cronbach’s alpha Internal

consistency

𝛼 ≥ 0.9 Excellent

Good

Acceptable

Questionable

Poor

𝛼 < 0.5 Unacceptable

(Source: Westland, 2015)

3.6.2 Validity Test

Validity is an important key to effective research (Cohen, et al., 2011). Validity is

concerned with whether the findings are really about what they appear to be about

(Saunders, et al., 2009). For measuring and evaluating eligibility, there are different

30

methods. The method of Correlations, Pearson Product-Moment Correlations, is

31

chosen in this case. The coefficient of correlation of Pearson’s Product Moment can be

based on the actual values of X and Y. The equation as follow:

(Source: Jackson, 2011)

Where,

N = Number pair of scores

= sum of the products of pair scores

= sum of X scores

= sum of Y scores

= sum of squared X scores

= sum of squared Y scores

In the actual case, the researchers

used SPSS version 23.0 to get the

results to calculate quickly and

accurately.

The Correlation Coefficient range strength table showed as below:

Table 3. 4 Correlation Coefficient range strength table

32

(Source: Mahlangu & Kruger, 2015)

3.7. Classical Assumption Testing

Classical Assumption Testing is needed in a study, and the statistical requirements

must be met in multivariate regression analysis. The Classical Assumption Testing is

used to use multiple regression models, and in Classical Assumption Testing, there are

some specific tests such as normality testing, multicollinearity testing,

heteroscedasticity testing, and autocorrelation test must be performed.

3.7.1 Normality Test

It is assumed in multiple regression that surplus (predicted minus observed values) are

normally distributed. Although most of the tests are quite powerful for this hypothesis

with violations, it is always a good idea to review the distribution of the major variables

of interest. This test can be done by creating the graph as well as conspiracy to balance

normal ability, to check the distribution of the residual value (Levine, et al., 2009).

The normality test can also be performed using the statistical package SPSS and can

be seen in the graph of Normal Probability Plot (NPP) which is a graphics device to

study the shape of the probability density function (PDF). NPP is used to assess how

the experimental data approximation distribution specific theory (Levine, et al., 2009).

In this case the distribution of the linear relationship, the data can also be plotted on a

probability scale by plotting the cumulative probability distribution of the data by

probability assumptions based on our expected.

3.7.2 Multicollinearity Test

Multicollinearity is a correlation between the independent variables that make it

difficult to make inferences about the individual regression coefficients and their

personal effects on the dependent variable. Another reason to avoid independent

variables correlated as they can result in mistakes in the tests the hypothesis for the

individual independent variables. In fact, it is almost impossible to choose the

independent variables that are completely unrelated or irrelevant to some degree

(Marchal, et al., 2012).

If multicollinearity is presented in a multiple regression model, the model is still good

to predict, but the interpretation of the individual coefficient is invalid. There are many

methods to detect the presence of multicollinearity, in this study, the researchers want

to do a test on the turn with a measure of inflation factor variance (VIF) (Marchal, et

al., 2012).

Formula 3. 4 Variance Inflation Factor model

34

Source: Marchal, et al. (2012)

Where

𝑅𝑗2= the coefficient of determination 𝑉𝑉𝐼𝐼𝐹𝐹

= the Variance Inflation Factor

3.7.3 Heteroscedasticity test:

Heteroscedasticity test is a test to determine whether or not the regression models differ

in the wrong from another event (Marchal, et al., 2012). This test is to see whether

there is inequality of the variance of the residuals of the observations to other

observations. Detect the scatter plot can do random variable. A good model is obtained

without the special pattern on the graph, such as gathering in the middle or narrow.

3.7.4 Autocorrelation test

Autocorrelation is the correlation (relationship) between the members of an observed

time series (as in the time series data) or space (as in the cross-sectional data). Since

the basic assumptions of the regression model are the independence of errors, a good

regression model is one in which no correlation problem. A value of 2 or nearly 2

indicates that no superlative autocorrelation. An acceptable range is 1.50 to 2.50. If

autocorrelation occurs in the regression model, the sample will not show the wrong

people (Marchal, et al., 2012). The standard error becomes too wide confidence

intervals will be larger. As a consequence, the results of regression models t- test and

F - test can give inaccurate results that cannot be used to predict the value of the

variable depends on the particular independent variable (Levine, et al., 2009).

3.7.5. Descriptive Testing

Murray and Andrea (2009) explained that the descriptive statistics is the number of

procedures or graphical techniques used to organize and describe the characteristics or

elements of a specific form. The statistics can also be used to describe the

characteristics of a particular group or illustrate trends, (Gill & Leon, 2010). Level

measurement is the mechanism by which a variable is recorded. There is three

commonly used measure of the broad levels, which are: negligible; order, and

continuity (Interval / Ratio) (Murray & Andrea, 2009).The degree of insignificance (or

classification) of measurement is the point of the case/participant in the broad category.

Order the measure is the point of those involved in research into the types of

hierarchical order. Continuous level data often directly measured with infinite ladder

where the increments in the range are equidistant (Murray & Andrea, 2009).

3.7.5.1. Mean

The mean similar to an arithmetic mean (the most common type of average); where

instead of each data point contributes equally to the average level, in the end, some

35

data points contribute more than others. Average concepts play a role in descriptive

statistics and also appeared in a more general form in some other areas of mathematics.

Formula 3. 5 Mean formula

Σin=1 wixi

x̅ = Σin=1 wi ,

(Source: Wilcox, 2012)

Where:

𝑥 ̅ = Mean Value ∑ = Summation

𝑥 = Score 𝑛 = Number of Score

3.7.5.2. Standard Deviation

Standard deviation is used to quantify the variation or dispersion of a set of data values.

A standard deviation close to 0 that the data points tend to be very close to the average

value (also called the expected value) of the set, whereas high standard deviations

indicate that data points are expanded over a wider range of values.

Formula 3. 6 Standard Deviation formula

(Source: Wilcox, 2012)

Where:

𝑠 = Standard deviation

𝑥 ̅ = Mean Value ∑ = Summation

𝑥 = Score 𝑛 = Number of Score

36

3.7.6 Multiple Regression Analysis

According to the book Basic Business Statistics (Mark L. Bereson, David M. Levine

& Timothy C. Krehbiel, 2009), multiple regression model was used to estimate or

predict the value of the variable Y, which counted math using some X affects Y

regression analysis was shown to distinguish between dependent and independent

variables, and in the extent to which dependent variable is explained or influenced by

independent variables. Results of regression analysis will be used to accept or reject

the hypothesis as to observe whether there is any influence or not between dependent

and independent variables.

The Multiple Regression Model used in this research:

Formula 3. 7 Multiple Linear Regression Model

y = 𝒃𝟎 + 𝒃𝟏𝒙𝟏 + 𝒃𝟐𝒙𝟐 + 𝒃𝟑𝒙𝟑 + 𝒃𝟒𝒙𝟒 + 𝒆

(Source: Mark L. Bereson, David M. Levine & Timothy C. Krehbiel, 2009)

Where:

y = Customer Behavioral Intention (Dependent variable)

𝑏0 = A constant, the value of Y when all X values are zero

𝑏1- 𝑏5 = Regression Coefficient

𝑥1 = Brand Image (Independent variable)

𝑥2 = Perceived Price (Independent variable)

𝑥3 = Perceived Quality (Independent variable)

𝑥4 = Perceived Value (Independent variable)

𝑒 = Random error

3.7.7 Testing the Hypothesis

3.7.7.1 Testing the Model for Significance

To determine if there is a linear relationship between X and Y, a statistical test (FTest

and T-Test) is done. The hypothesis is that there is no linear relationship between two

variables (e.g., β = 0), and the replace hypothesis is that there is a linear relationship

(e.g., β ≠ 0). If the null hypothesis can be rejected, then we have proved that a direct

relationship does not exist.

37

3.7.7.1.1 F-Test

The F-Test determines whether there are relationships between independent variables

and dependent variables at the same time. F-Test is used to test the statistical hypothesis

that there is no linear relationship between X and Y variables (e.g., β = 0). If the level

of significance for the F-Test is low (α level of significance used was 0.05), we reject

H0 and conclude there is a linear relationship, and vice versa (Marchal, et al., 2012).

H0: β5 = 0, if significant F > 0.05, accept H0

Ha: β5 < > 0, if significant F < 0.05, reject

H0

Formula 3. 8 F-Test

Source: Marchal, et al. (2012)

Where: F = Statistic test for F distribution 𝑅2

= Coefficient of determination

k = Number of Independent variables in the model n

= Number of sample period

3.7.7.1.2 T-Test

The T-test is used to determine the relationship between each independent variable

components (coefficients) and the dependent variable. The hypothesis is that the

coefficient X (for example, the slope of the line) is 0. If the level of significance for T-

Test is low (α significance level used was 0.05), we reject H0, and the comments have

a linear relationship, and vice versa (Marchal, et al., 2012).

H0: β1 = β2 = β3 = β4 = 0, if Significant T > 0.05, accept H0

Ha: β1 ≠ 0, β2 ≠ 0, β3 ≠ 0, β4 ≠ 0 if Significant T

< 0.05, reject H0 Formula 3. 9 T-Test

Source: Marchal, et al. (2012) Where:

38

t = Statistic test for t distribution

bj = Sample slope βj = Slope of

the population Sbj = Standard

error of the slope

39

CHAPTER 4

RESEARCH RESULT AND DISCUSSIONS

4.1. Descriptive Analysis

4.1.1. Gender

Figure 4. 1 Gender of respondents

Based from the Figure 4.1 above, it shows that, Male consist of 38,7% or 58

respondents, while Female were 61.3% or 92 respondents. This means that, majority

of the respondents were female.

4.1.2. Age

40

Figure 4. 2 Age of respondents

As it shown in Figure 4.2 about respondents’ age in this research, 42 respondents or

28% were between 15 to 19 years old, 74 respondents or 49.3% were between 20 to 24

years old, 28 respondents or 18,7% were between 25 to 29 years old, and 6 respondents

or 4.0% were between 30 to 34 years old. Therefore, the majority respondents were

between 20 to 24 years old.

4.1.3. Education Level

Figure 4. 3 Education Level of respondents

As it shown in Figure 4.3 about respondents’ education level, 90 respondents or

60.0% were bachelor degree holder, 42 respondents or 28.0% were high school, 16

respondents or 10.7 % were master degree, and 2 respondents or 4.8% were from

others. Therefore, the majority respondents for education level were bachelor degree

holder.

41

4.1.5 Income or Allowance per month

Figure 4. 4 Income or Allowance per month of respondents

Figure 4.4 shows that 12 respondents or 8.0% has the salary less than 3 million

VND, 27 respondents or 18.0% has the salary between 3 million to 4.5 million

VND, 85 respondents or 56.7% has the salary between 4.5 million to 7.5 million VND,

23 respondents or 15.3% has the salary between 7.5 million to 15 million VND, and

the last is 3 respondents or 2% has more than 15 million VND per month. This means

that, the majority of the respondents are having the salary between 4.5 million to 7.5

million VND.

42

4.1.4. Descriptive Statistical Analysis of Variables

Descriptive Statistics has its purpose of describing data in research variable used in this

research. In fact, Descriptive Statistics will give information of the central tendency of

the data observations. This covers the minimum value, maximum value, mean, and

standard deviation of the data observed. The Descriptive Statistics below (see Table

4A) that designed to test the hypothesis will provide general information on the data

observations.

Descriptive

Statistics

Table 4. 1 Descriptive Statistics result

N Minimum Maximum Mean Std.

Deviation

Brand Image 150 1.00 5.00 3.0480

2.7253

.71143

Perceived Price 150 1.00 4.60 .81019

Perceived Quality 150 1.29 4.57 2.8629 .61079

Perceived Value 150 1.00 4.75 2.6550 .79779

Purchase

Intention

150 1.67 4.83 3.1200 .54824

Valid N (listwise)

150

The Table 4.1 above shows the respondents’ response to the statements about the Brand

Image (X1), Perceived Price (X2), Perceived Quality (X3), Perceived Value (X4), and

Purchase Intention (Y). The most dominant variables in term of independent is Brand

Image (X1) with the minimum value of 1.0, maximum value of 5 and mean value of

3.0480.

43

Table 4. 2 Correlations Table

4.2 Result of Validity and Reliability Testing

4.2.1 Result of Validity Testing

Researcher had already conducted the pilot test with 30 respondents in order to test the

validity and reliability. In testing validity of the questionnaire, researcher used Pearson

product-moment coefficient of correlation with help of SPSS windows version 23.

Based on the output of the SPSS, with significant level of 5 per cent and r-table of

0.361 (see R-value product-moment for n=30), all the statements in the questionnaire

are valid since the r computation is bigger than r table. The details are shown in the

44

figures and tables below.

45

4.2.1.1 Brand Image

Table 4. 3 Brand Image – Validity Result

Variable Question R table (α =

5%)

Valid percent Description

Brand

Image

Brand Image 1 0.361 .645 Valid





(Source: Data Processing Result of SPSS 23)

From the Table 4.2 above, it shows that the variable is more than the stated minimum

alpha (α) level and the variable is considered as valid.

4.2.1.2 Perceived Price

Table 4. 4 Perceived Price – Validity Result


5%)


Perceived

Price

Perceived Price 1 0.361 .801 Valid








4.2.1.3 Perceived Quality

46

Table 4. 5 Perceived Price – Validity Result




4.2.1.4 Perceived Value

Table 4. 6 Perceived Value – Validity Result


5%)


Perceived

Value

Perceived Value 1 0.361 .809 Valid





4.2.1.5 Purchase Intention

47

Table 4. 7 Purchase Intention – Validity Result

Variable Question R table (α

=

5%)


Purchase

Intention

Purchase Intention 1 0.361 .730 Valid







Since all of the statements are valid, it is going to be used for the further analysis in

this research.

4.2.2. Result of Reliability Testing

Reliability testing used to measure the reliability of the instrument to use in collecting

the data. Researcher used Cronbach’s Alpha to test the reliability of the data with help

of SPSS windows version 23.

Table 4. 8 Reliability Result

Variable N of items Cronbach's Alpha Description

Brand Image (X1) 6 .795 α > 0.60 → RELIABLE

Perceived Price

(X2)

6 .812 α > 0.60 → RELIABLE

Perceived Quality

(X3)

8 .777 α > 0.60 → RELIABLE

Perceived Value

(X4)

5 .818 α > 0.60 → RELIABLE

Purchase Intention

(Y)

7 .746 α > 0.60 → RELIABLE


All the variables have the Cronbach’s Alpha computation are greater than Cronbach’s

Alpha standard of 0.6, hence they were all reliable.

48

4.2.3. Classical Assumption

This research is going to use multiple regression in analyzing data, so firstly it has to

do classic assumption testing, where in this case, researcher is using three kinds of

assumption as follows:

4.2.3.1. Normality Test

For this test, a good regression model has the normality distribution among

independent variables and dependent variable. In doing normality test, there are two

ways used in this research: Histogram and Normal P-Plot Regression Standardized

Residual.

Figure 4. 5 Histogram


Based on the histogram above, the curve shows that the data has spread to all normal

curve area and the curve skews in the center of the histogram. By looking at this

49

histogram, the researcher can conclude that the data has a normal distribution. The

researcher also used P-P plot as consideration to analyze the normality of data. The

reason is that histogram less effective and less certain especially when the data is small.

Therefore, this plot will estimate the empirical data and approximate particular

theoretical distribution.

The figure below shows the points stay around the line, and it means that there is a

normality distribution. This normality distribution allows the research goes further.

Figure 4. 6 Normal P-Plot Regression Standardized Residual


As shown in Figure 4.7 above the Normal P-P Plot of Regression seen the spread of

points around the diagonal line and follow the direction of the diagonal line. Thus, the

50

data are normally distributed, and the data in regression model fulfils assumption

normality.

4.2.3.2. Multicollinearity Test

Multicollinearity test is one of the critical assumption tests of multiple regression that

expected to know whether the independent variables are independent of one another.

Multicollinearity means a statistical problem in which two or more independent

variables in multiple regression models are highly correlated.

In order to recognize the relationship among the independent variables,

multicollinearity test is used. Multicollinearity test analyzed by tolerance and Variance

Inflation Factor (VIF). Tolerance value is should be more than 10% and VIF should be

less than 10 in order to conclude there is non-multicollinearity.

Base on the result which is shown in the table below, all of variable indicators used in

the research are free from multicollinearity, it means there is no multicollinearity in the

variable because the VIF < 10 and Tolerance > 0.1, as required in this research.

Coefficientsa

Table 4. 9 Multicollinearity

Model

Collinearity Statistics

Tolerance VIF

1 BrandImage .737 1.358

PerceivedPrice

.796

1.256

PerceivedQualit

y

.603

1.659

PerceivedValue

.861

1.162

a. Dependent Variable: PurchaseIntention

51


4.2.3.3 Heteroscedasticity Test

Heteroscedasticity test is used to analyze the disturbance error which is created by the

same variances in one observation to other observations. In this research, scatter plot

was used to analyze the disturbance of error. In this scatter plot, the research can see

in X-axis as regression standardized residual and Y-axis as regression standardized

predicted. Here is the result of the data process of Heteroscedasticity test using SPSS

20.

The scatterplot indicates that there is no disturbance from the same variants in one

observation to another observation. From this chart, it is shown that the plot spread

randomly. There is the plot in negative area and plot in the positive area. Plots do not

indicate a form of organizing. All the plots are spread out randomly. It shows that

heteroscedasticity problem does not occur in this research.

52

Figure 4. 7 Scatterplot


4.2.3.4 Multiple Regression Analysis

The result from multiple linear regression test is shown on table 4.31 below. Based on

the result, it will show how much the independent variables influence the dependent

variable of this research.

Table 4. 10 Multiple Regression Test Result

Coefficientsa

Model

Unstandardized

Coefficients

Standardi

zed

Coefficie

nts

t

B Std. Error Beta

Sig.

1 (Constant)

Brand Image

Perceived

Price

Perceived

Quality

Perceived

Value

.620 .140 4.447 .000

.395

.040

.513

9.832

.000

.085

.034

.125

2.499

.014

.316

.052

.352

6.105

.000

.060

.033

.087

1.799

.074



Based on Table 4.9, the result of multiple regression analysis will be interpreted in the

standardized form of the equation as follows:

53

Y = 0.62 + 0.395X1 + 0.085X2 + 0.316X3

Where,

Y = Purchase Intention

X1 = Brand Image

X2 = Perceived Price

54

X3 = Perceived Quality

Based on the equation above, the result from multiple regression analysis test can be

summarized as follows:

1. The B coefficient of Brand Image shows a positive figure of 0.395 mean if there

is the one-point increase in Brand Image while all other independent variables

constant, it will lead to increase of the Purchase Intention by 39.5%. Otherwise, if there

is the one-point decrease in Brand Image while all another independent variable is

constant, it will lead to decrease of the purchase intention by 39.5%.

2. The B coefficient of Perceived Price shows a positive figure of 0.085 mean if

there is one-point increase in Perceived Price while all other independent variables

constant, it will lead to increase of the purchase intention by 8.5%. Otherwise, if there

is the one-point decrease in Perceived Price while all another independent variable is

constant, it will lead to decrease of the purchase intention by 8.5%.

3. The B coefficient of Perceived Quality shows a positive figure of 0.316 mean

if there is the one-point increase in Perceived Quality while all other independent

variables constant, it will lead to increase of the purchase intention by 31.6%.

Otherwise, if there is the one-point decrease in Perceived Quality while all another

independent variable is constant, it will lead to decrease of the purchase intention by

31.6%.

4.2.4 Hypothesis Testing

Hypothesis Testing consists of T-Test, F-Test, and Adjusted R square.

4.2.4.1 T-Test Significance

According to Table 4.32 above, the researcher indicates that three independent

variables are significant. Here is the final hypothesis result:

Brand Image (X1)

Ha1: There is a significant influence of Brand Image towards Purchase Intention

H01: There is no significant influence of Brand Image towards Purchase

Intention

The significant value of Brand Image is .000 which is lower than α (0.05). Therefore,

the variable does have significant influence on Purchase Intention. Meaning, Ha1 is

accepted, and H01 is rejected.

Perceived Price (X2)

Ha2: There is a significant influence of Perceived Price towards Purchase Intention

55

H02: There is no significant influence of Perceived Price towards Purchase Intention

56

The significant value of Perceived Price is .014 which is lower than α (0.05). Therefore,

the variable has significant influence on Purchase Intention. Meaning, Ha2 is

accepted and H02 is rejected.

Perceived Quality (X3)

Ha3: There is a significant influence of Perceived Quality towards Purchase Intention

H03: There is no significant influence of Perceived Quality towards Purchase Intention

The significant value of Perceived Quality is .000 which is lower than α (0.05).

Therefore, the variable has significant influence on Purchase Intention. Meaning, Ha3

is accepted and H03 is rejected.

Perceived Value (X4)

Ha4: There is a significant influence of Perceived Value towards Purchase Intention

H04: There is no significant influence of Perceived Value towards Purchase Intention

The significant value of Perceived Value is .074 which is greater than α (0.05).

Therefore, the variable has no significant influence on Purchase Intention. Meaning,

Ha4 is rejected and H04 is accepted.

4.2.4.2 F-Test Significance

Table 4. 11 ANOVA Table, F-Test Significance Result

ANOVAa

Model Sum of

Squares

df Mean Square F Sig.

1 Regress

ion

Residua

l

Total

31.762 4 7.940 88.410 .000b

13.023 145 .090

44.784 149


b. Predictors: (Constant), PerceivedValue, BrandImage, PerceivedPrice, PerceivedQuality


57

Based on the table 4.11 above, the result of F-test is shown accurately. All of the

independent variables used in this research are simultaneously significant towards

58

Purchase Intention. It is described by the level of significance that clocks in at 0.000

which is lower than the α (0.05), with F value calculated at 88.410. Thus, Ha5 is

accepted and H05 is rejected.

H05: There is no significant influence of Brand Image, Perceived Price, Perceived

Quality, and Perceived Value towards Purchase Intention

Ha5: There is a significant influence of Brand Image, Perceived Price, Perceived

Quality, and Perceived Value towards Purchase Intention

4.2.4.3 Adjusted R Square

Table 4. 12 Coefficient Determination (R2) Result

Model Summaryb

Model

R

R Square

Adjust

ed R

Square

Std. Error

of the

Estimate

Durbin-

Watson

1 .842a .709 .701 .29969 1.709

a. Predictors: (Constant), PerceivedValue, BrandImage, PerceivedPrice, PerceivedQuality

b. Dependent Variable: PurchaseIntention


The number of Adjusted R-Square was essentially to measure how far the model's

ability to explain variation in the dependent variable. In this research, Adjusted R

Square is 0.701, which means 70.1% that the dependent variable Purchase Intention is

influenced by the combination of independent variables which are Brand Image,

Perceived Price, Perceived Quality and Perceived Value. The rest which is 29.9%

(100% - 70.1%) will be explained by other factors which were not be associated with

this study. For the result, Adjusted R-Square is high and can be acceptable.

4.3 Discussions and Interpretation of Result

The researcher conducted a study about the influence of factors on customer purchase

intention with a study case of Zara customers Vietnam. Independent variables that were

used in this study are Brand Image (BI), Perceived Price (PP), Perceived Quality (PQ),

59

and Perceived Value (PV), while the dependent variable is Purchase Intention (PI). The

60

primary target of this research is to find out whether BI, PP, PQ, and PV have a

significant influence on PI or not.

Population in this research are millennials who are Zara's customers living in Vietnam.

The population is unknown. With the margin of error of 5% (0.05) and the significance

level of 95%, the total sample of this research is 150 respondents, and 30 respondents

have taken for the pre-test. The analysis used in this research is the classical assumption

(normality test, heteroscedasticity test, multicollinearity test, and autocorrelation test)

and hypothesis testing (T-test, F-test and Coefficient of Determination).

From the result of the regression model, Table 4.12 shows that the adjusted R-square

is 0.701 or 70.1%. It means, 70.1% of PI is explained by the independent variables (BI,

PP, PQ, and PV) of this research, whereas the rest 29.9% is explained by other factors

which are not excluded from the study. For F-test, the data analysis shows that F-

calculated is approximately 88.410 with significant value is 0.000. And compare to

0.05 of p-value, the number of probability is 0.000 < 0.05. So, it means that there is a

significant simultaneous influence of independent variables (BI, PP, PQ, and PV) on

the dependent variable (PI).

4.3.1 Influence of Brand Image on Purchase Intention

Based on the hypothesis of H1 it is shown that Brand Image has a significant influence

towards the Purchase Intention of Zara Vietnam's customers. Brand Image has T-Test

result of 9.832 with the significant value of 0.000 which is lower than α (0.05).

Therefore, Ha1 is accepted, which means there is a significant influence of brand

image towards purchase intention. The result of multiple linear regression also shows

a positive B coefficient of .395. It implies Brand Image is positive and have a

significant factor that can increase purchase intention by 39.5%.

In the same line with the previous researches by Li, (2017), Cham, et al. (2017) and

Tariq, et al. (2013), which stated that Brand Image has a strong positive correlation

purchase intention significantly. The researcher also noted a favorable image of the

clothing in the minds of consumers would develop interests and their purchase

intentions. The brand image gives the consumer an overall awareness of the product,

and it affects the purchase intention concerning recognition.

4.3.2 Influence of Perceived Price on Purchase Intention

Based on the hypothesis of H2 it is shown that Perceived Price has a significant

influence towards the Purchase Intention of Zara Vietnam's customers. Perceived Price

has T-Test result of 2.499 with the significant value of 0.014 which is lower than α

(0.05). Therefore, Ha2 is accepted, which means there is a significant influence of

Perceived Price towards purchase intention. The result of multiple linear regression

61

also shows a positive B coefficient of 0.085. It implies Perceived Price is positive and

have a significant factor that can increase purchase intention by 8.5%.

In the same line with the previous researches by Li (2017) and Lomboan (2017) , which

stated that Perceived Price does affect purchase intention significantly. Particularly in

Vietnam, there are many domestic fast-fashion brands, but customers are still buying

Zara for quality is given and brand-conscious awareness that commensurate with the

price that is perceived to be worth.

4.3.3 Influence of Perceived Quality on Purchase Intention

Based on the hypothesis of H3 it is shown that Perceived Quality has a significant

influence towards the Purchase Intention of Zara Vietnam's customers. Perceived

Quality has T-Test result of 6.105 with the significant value of 0.000 which is lower

than α (0.05). Therefore, Ha3 is accepted, which means there is a significant

influence of Perceived Quality towards purchase intention. The result of multiple

linear regression also shows a positive B coefficient of 0.316. It implies Perceived

Quality is positive and have a significant factor that can increase purchase intention

by 31.6%.

This result is linked with the result from previous researches by Lomboan (2017) and

Cham, et al. (2017), which said perceived quality becomes one of determining whether

consumers will buy a product. In choosing a quality product will be taken into

consideration when consumers will decide whether it is appropriate and responsive to

what consumers need or not, so today was a lot of enterprises are beginning to develop

products with better quality than other similar products to produce quality products for

customers feel good. Besides that, there are a lot of domestic fast-fashion brands with

the good quality; some brands maybe have the better quality than Zara. But the

customers are still referring Zara. Because in their opinion, the famous brand obviously

will have the better quality than other competitors.

4.3.4 Influence of Perceived Value on Purchase Intention

Based on the hypothesis of H4 it is shown that Perceived Value has a significant

influence towards the Purchase Intention of Zara Vietnam's customers. However,

Perceived Value has T-Test result of 1.799 with the significant value of 0.074 which

is greater than α (0.05). Therefore, H04 is accepted, which means there is no

significant influence of Perceived Value towards purchase intention.

In the same line with the previous research by Lomboan (2017), which is also a study

about clothing. Consumers will use subjective perceptions and cognitive values to

evaluate a product/service during their purchase. People perceive value by various

ways and in various dimensions. For example, some people tend to perceive value in a

rational manner while there are people perceive it emotionally as well. The study also

62

emphasizes that there are crucial needs for further understanding of how the perceived

value should be measured.

4.3.5 Brand Image, Perceived Price, Perceived Quality, and Perceived Value

toward Purchase Intention

Based on the hypothesis of H5 it is shown that Brand Image, Perceived Price, Perceived

Quality, and Perceived Value have a significant influence towards the Purchase

Intention of Zara Vietnam's customers. BI, PP, PQ and PV have the significant value

of 0.000 which is lower than α (0.05). Therefore, Ha5 is accepted, which means there

is a significant influence of Brand Image, Perceived Price, Perceived Quality, and

Perceived Value towards Purchase Intention.

CHAPTER V CONCLUSION

AND RECOMMENDATION

5.1 Conclusion

This result is done to investigate the significant influence of the five factors that

influence Customer Purchase Intention, the Case study of Zara Vietnam. There were

five independent variables analyzed in this study, and these were Brand Image,

Perceived Price, Perceived Quality, Perceived Value. The following were the

conclusion of the study based on the results:

1. Brand Image has a significant influence on Purchase Intention. Thus,

researcher rejects the Null Hypothesis (H01) and accepts the alternate hypothesis

(Ha1) which states there is a significant influence of Brand Image (X1) on Purchase

Intention (Y).

2. Perceived Price has a significant influence on Purchase Intention. Thus,


(Ha2) which states there is a significant influence of Perceived Price (X2) on

Purchase Intention (Y).

3. Perceived Quality has a significant influence on Purchase Intention. Thus,


(Ha3) which states there is a significant influence of Perceived Quality (X3) on

Purchase Intention (Y).

4. Perceived Value has no significant influence on Purchase Intention. Thus,

researcher accepts the Null Hypothesis (H04) and rejects the alternate hypothesis

(Ha4)

63

which states there is a significant influence of Perceived Value (X4) on Purchase

Intention (Y).

5. Researcher rejects the Null Hypothesis (H05) and accepts the alternate

hypothesis (Ha5) which states there is a simultaneously significance influence of

Brand Image, Perceived Price, Perceived Quality, and Perceived Value towards

Purchase Intention.

5.2 Future Recommendations

5.2.1 For Management of Zara Vietnam

There is no doubt that the fashion industry is developing in a dynamic environment.

Fast-fashion is a global phenomenon with many international brands performing fast

fashion system. Identify the factors that affect the purchase intention will be a

significant advantage for apparel manufacturers and retailers, and especially for Zara

Vietnam.

The results from this study can be seen from the analysis in the previous chapter. Data

analysis shows that brand image, perceived price and perceived quality have a

significant influence on the intention to buy for those who know the brand and have an

experience of purchasing Zara products. The details that we can conclude is by seeing

the result of the multiple regression analysis that shows Brand Image and Perceived

Quality are positive and have a significant factor that can increase purchase intention

by 39.5% and 31.6%. Zara can use this information as a reference to improve their

sales by improving brand awareness and product quality. It is looked like there is no

great advertising campaign from Zara Vietnam. Thus, marketers should create the ads

shows that Zara products have the best quality and the strongest brand awareness in

the fast-fashion industry in Vietnam.

5.2.3 For future researchers

As per the result of this study, it shows that there were variables that were not that

significant on customer purchase intention towards Zara Vietnam, thus, the future

researcher should also consider other variables regarding the topic, so the combined

result will be more specific. Researchers have to specify the measure of perceived

value for making clear the conceptualization and also dimensions to get the better result

from respondents. The researcher recommends to the future researcher for the same

study to choose different location aside from Ho Chi Minh in order to expand its

coverage and scope of the study. Also, it is recommended for the future researcher who

will conduct similar study to use different methods of spreading the questionnaire not

only through online method but also actually visiting malls or shopping centers where

Zara are actually located. In this case, the researcher can directly ask the respondents

and filtered questions can be asked directly and may lead to a more interesting results

64

compared to the previous study. A similar study that covers marketing mix variables

and other factors related to general economic condition may also be used since these

are not covered by this study.

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Appendix A – Questionnaire

APPENDICES

QUESTIONNAIRE

Dear Respondents, Greetings!

I am Ho Hoang Hiep, the student of President University, Indonesia with a

concentration of Marketing – Management. I am requesting for your help to fill in this

questionnaire regarding Zara brand, in this research entitled “THE INFLUENCING

OF BRAND IMAGE, PERCEIVED PRICE, PERCEIVED QUALITY, AND

PERCEIVED VALUE ON THE PURCHASE INTENTION TOWARDS FAST-

FASHION INDUSTRY. A case study of Fashion Product of ZARA in Vietnam.”

This undergraduate thesis is a final requirement for finishing my bachelor degree in

Management.

Should you have any comments or question, you are welcome to contact me by email:

[email protected] Part I. Filtering Questions:

Have you purchased product from Zara?

Yes (Please continue the questionnaire)

No (You may stop to fill questionnaire)

Part II. Demographic Profiles

Gender

Male

Age

Female

http://www.bloomberg.com/news/articles/2017-12-

http://www.bloomberg.com/news/articles/2017-12-














mailto:[email protected]

75

15 - 19 20 - 24

Education

25 - 29 30 - 34

High School Student College/University

Master/PHD Other

Occupation

Student Employees

Professional House wife

Others

Monthly incomes

< 3,000,000 VND 3,000,000 - 4,5000,000 VND

4,500,000 - 7,500,000 VND 7,500,000 – 15,000,000 VND

> 15,000,000 VND

Part III. Please fill in the statement below with ( ) SD = 1) Strongly Disagree, 2) D

= Disagree, 3) N = Neutral, 4) A = Agree, 5) SA = Strongly Agree.

Brand Image SD D N A SA

1 I can distinguish Zara brand element from other brands

2 I am convinced that Zara brand is a leader in Fashion industry in

Vietnam.

3 I tend to purchase Zara products that really make me look good in front

of my friends

4 Zara brand is better than others fast-fashion brand

5 I feel that Zara brand is socially responsible

Perceived Price

SD D N A SA

1 Zara product is reasonably priced

2 Zara product offers value for money

3 Zara product is a good product for the price

4 The price of Zara product is acceptable

5 I can afford to buy Zara products.

76

Perceived Quality

SD D N A SA

1 The visual appearance of Zara products is very good

2 Zara products are produced with high-quality material

3 The durability of Zara products is long

4 Zara products has a lot of Designs

5 Zara offers the most convenient clothes for daily look

6 Zara product has consistent quality

7 Zara product has an acceptable standard of quality

Perceived Value

SD D N A SA

1 I believe that for the money I bought Zara product, I got the product

with a lot of benefits

2 For me, the overall value of Zara product is high

3 Zara products are useful and practical

4 Money and all other efforts put in getting Zara product were worth

Purchase Intention

SD D N A SA

1 I will choose the Zara store shopping when needed next time.

2 I plan to purchase Zara products in near future

3 I prefer to choose Zara than other brands of fast-fashion.

4 Purchasing Zara products is something I would do

5 I am willing to repurchase Zara products

6 I will recommend Zara to my family and friends.

Thank you for your time in answering this questionnaire.

Appendix B – Raw Data Brand Image

BI1 BI2 BI3 BI4 BI5

3 3 3 3 2

2 3 4 3 4

4 4 2 3 1

77

2 4 4 4 2

4 4 2 3 3

5 4 2 4 3

2 1 1 3 2

2 4 3 4 4

5 5 4 4 3

4 4 4 4 4

3 3 4 4 4

3 4 4 5 1

3 4 2 4 3

3 4 4 4 5

1 1 1 1 1

4 4 4 4 2

4 4 5 4 3

3 4 4 4 4

2 4 1 1 1

3 3 3 3 3

4 4 2 2 2

3 4 4 4 4

3 2 2 3 3

2 4 4 4 2

3 3 4 4 2

78

2 2 2 1 1

2 2 2 2 2

3 3 3 3 3

3 4 5 5 3

2 2 3 3 2

2 2 4 4 1

2 3 4 4 2

4 4 3 4 4

3 2 2 4 3

2 2 4 5 2

4 4 3 3 1

4 5 4 4 3

3 2 3 2 2

3 3 3 3 3

4 4 2 3 2

3 4 4 4 2

3 3 4 3 1

3 4 4 4 2

4 4 4 4 3

4 4 4 4 3

4 3 2 3 2

3 2 2 2 2

79

5 4 4 5 4

3 4 3 2 2

4 3 4 2 1

4 5 4 4 5

4 4 2 3 2

3 3 4 4 4

2 2 2 2 2

2 3 3 3 3

2 3 4 4 2

3 3 2 3 1

4 4 5 5 3

3 4 4 4 3

4 4 2 4 2

2 3 3 3 2

3 4 4 4 3

3 3 4 4 2

2 2 4 3 2

2 3 2 4 1

3 3 2 2 2

3 4 4 4 2

3 3 3 2 2

3 3 2 3 3

80

3 3 3 2 2

3 3 2 2 3

2 3 3 4 2

2 4 3 3 5

1 1 1 1 1

2 3 2 3 1

3 4 3 2 3

2 2 3 2 3

3 3 3 2 3

2 4 4 4 3

3 3 2 3 2

2 3 4 4 3

3 4 3 3 2

2 2 5 5 3

3 3 4 4 3

3 4 4 4 3

3 3 3 3 4

3 3 4 4 3

4 5 3 4 3

3 3 3 3 1

3 3 3 3 3

3 4 4 4 2

81

4 3 3 2 1

3 4 4 4 2

3 3 3 3 3

3 3 3 3 3

3 4 4 4 2

4 4 3 4 3

4 4 2 3 3

4 4 3 3 3

4 3 3 4 2

4 4 4 5 3

3 3 4 4 2

3 3 3 4 2

3 3 2 3 2

3 4 4 4 4

3 4 5 5 3

5 5 5 4 2

2 2 3 4 4

2 4 4 4 2

4 3 2 5 3

4 4 4 5 2

4 5 5 5 3

4 3 2 2 1

2 2 2 3 3

82

2 3 3 3 4

3 3 4 4 3

2 3 3 3 4

1 5 3 3 4

4 4 3 3 4

1 2 2 2 3

1 2 2 3 3

2 2 3 3 3

3 3 3 3 3

1 2 3 4 4

4 2 2 1 3

3 3 4 4 3

2 2 2 3 3

3 3 4 3 3

2 2 3 4 4

3 2 4 3 3

4 4 5 5 3

4 4 4 4 4

3 3 3 3 3

5 5 5 5 5

3 3 3 4 4

2 3 4 5 5

83

1 1 2 2 2

3 3 4 4 1

2 4 5 5 5

1 2 2 2 2

1 1 2 2 3

1 1 1 2 2

2 2 3 3 4

1 1 2 2 2

2 2 2 2 3

1 1 1 1 2

2 2 2 2 3

3 3 3 4 3

1 5 3 2 5

3 4 3 4 4

Perceived Price

PP1 PP2 PP3 PP4 PP5

4 4 3 3 2

2 2 3 3 3

2 2 4 4 3

2 2 2 2 2

3 2 4 4 5

2 2 2 2 2

84

2 2 2 2 2

3 2 4 4 4

3 3 3 3 3

2 2 2 2 2

2 2 4 3 3

3 3 3 3 2

3 3 3 3 3

2 3 3 3 2

1 1 1 1 1

2 2 2 2 2

2 1 2 2 2

3 2 3 2 1

1 1 1 2 2

2 2 1 1 1

2 1 2 2 2

2 2 2 2 2

1 2 2 2 2

2 2 2 4 2

1 1 1 2 1

1 1 1 1 1

2 2 4 4 3

3 4 3 3 3

85

2 2 3 3 3

3 4 3 3 2

1 5 4 4 1

1 1 1 1 1

4 4 5 5 4

2 1 3 3 1

2 2 4 4 3

2 3 2 2 2

3 4 2 2 3

1 3 3 5 3

3 2 3 3 3

2 2 4 3 4

4 2 4 4 4

1 1 2 3 2

2 2 3 3 2

2 2 2 4 3

3 3 3 3 3

3 2 5 4 4

3 3 4 4 3

4 3 4 3 4

5 4 3 3 2

3 3 1 1 3

86

3 2 2 3 1

2 2 2 2 2

3 1 1 1 3

3 1 1 1 1

2 2 4 4 2

2 2 2 3 3

2 2 2 2 2

2 1 3 4 1

1 1 3 4 1

2 3 4 4 2

3 1 4 4 2

3 2 4 4 4

2 1 3 4 1

2 2 3 3 3

2 1 1 4 3

1 1 1 1 1

2 4 2 2 2

3 3 3 3 3

2 1 2 2 1

1 1 2 2 1

2 2 2 2 2

2 2 3 3 3

87

2 2 2 2 4

1 1 5 5 1

4 3 3 3 3

3 3 3 3 3

2 2 1 1 2

2 2 3 3 2

3 4 4 4 3

2 2 3 3 3

3 3 4 4 4

3 2 3 3 3

2 4 5 5 3

2 2 3 3 3

2 1 3 4 1

3 3 3 3 3

1 1 2 2 2

3 3 4 4 3

1 1 1 1 3

1 3 2 3 3

2 5 3 3 4

1 1 1 1 1

3 3 3 4 3

3 3 4 4 4

88

3 3 2 2 2

1 4 4 4 5

3 4 4 4 2

3 2 3 4 3

3 3 3 3 3

3 2 2 2 2

3 3 3 3 3

3 4 3 4 4

3 1 3 4 4

3 3 4 4 3

3 2 3 3 3

3 2 4 4 3

4 2 3 4 4

4 2 4 4 2

2 2 4 4 4

1 2 4 5 4

5 2 5 5 4

1 1 2 2 2

3 2 1 1 1

5 4 3 3 2

2 3 3 3 4

4 3 3 3 2

3 3 3 3 3

89

3 3 3 3 3

3 3 3 3 3

4 3 5 5 5

3 3 4 4 4

4 4 3 3 4

1 4 5 1 5

3 3 3 3 3

3 4 5 5 5

2 3 3 4 4

3 3 4 4 3

4 3 2 2 3

3 3 4 4 3

3 3 4 5 4

4 5 4 4 5

3 3 4 3 5

3 3 3 3 3

3 3 3 3 3

4 4 3 3 5

4 4 5 5 5

3 3 3 3 3

1 1 3 3 3

4 4 5 5 5

90

3 3 4 4 4

3 3 4 4 3

1 1 1 1 1

3 3 3 3 3

3 3 3 3 3

1 1 1 1 1

3 3 3 3 3

1 1 1 2 3

2 2 2 3 3

1 5 1 4 2

2 2 3 3 4

Perceived Quality

PQ1 PQ2 PQ3 PQ4 PQ5 PQ6 PQ 7

4 4 3 3 3 3 4

3 4 3 2 2 3 3

4 4 2 2 2 2 3

4 2 2 2 2 2 2

5 5 3 4 2 5 5

5 5 4 4 4 3 4

4 4 3 3 3 2 1

4 3 2 2 2 5 5

5 5 2 3 3 3 3

91

4 3 2 4 2 2 4

5 5 2 3 3 2 2

2 2 2 2 2 2 1

4 4 3 3 3 2 3

4 4 3 3 2 2 2

3 3 1 1 1 1 1

4 4 2 2 2 3 3

4 4 2 1 1 2 2

4 4 3 3 3 3 3

4 3 2 1 2 4 1

3 4 4 4 1 4 3

4 4 2 2 2 1 2

5 4 2 2 2 2 4

4 4 3 2 2 1 3

2 4 2 2 2 2 2

5 3 1 2 1 1 2

2 2 1 1 1 1 1

4 4 3 3 3 4 2

4 4 4 3 3 3 3

4 4 3 4 3 3 3

4 3 2 3 2 2 2

4 4 1 2 1 3 1

92

4 4 3 2 2 1 1

4 5 4 4 3 3 5

2 3 3 3 1 2 1

5 5 3 2 2 4 5

4 4 3 3 2 2 2

4 4 5 5 4 5 5

3 1 1 3 2 3 3

4 3 2 2 2 2 3

4 4 2 2 2 3 2

4 2 1 3 2 2 3

4 4 2 1 1 1 1

4 4 3 2 2 2 2

4 4 2 2 2 2 2

4 4 2 2 1 3 4

5 4 2 4 4 4 4

4 5 5 3 3 4 4

4 3 4 2 2 4 4

3 3 2 1 2 3 2

1 3 3 3 2 4 2

4 4 3 2 2 1 2

4 4 2 2 2 4 2

3 3 3 2 2 2 3

93

3 3 3 1 1 3 2

4 4 2 2 2 2 2

3 3 3 1 2 1 2

4 3 3 3 3 3 3

4 4 3 3 1 3 1

4 3 3 3 2 4 2

3 3 3 4 5 4 2

1 3 2 1 1 2 2

5 4 3 4 3 5 2

3 3 1 1 1 1 2

4 3 2 2 2 2 2

4 3 1 1 1 1 1

4 3 1 2 2 2 2

4 3 2 2 2 2 5

3 4 4 3 4 4 3

4 5 5 3 2 2 2

2 2 2 2 2 2 2

3 3 2 2 1 1 3

5 4 3 3 2 2 1

2 3 2 2 4 4 5

1 4 2 4 3 3 2

3 2 1 2 2 2 1

94

4 3 2 2 3 4 3

3 3 2 2 2 2 3

4 4 3 4 2 3 3

3 4 2 1 3 2 2

2 4 3 3 3 2 2

3 3 2 3 2 3 3

3 3 3 3 3 3 3

5 3 4 3 3 4 3

4 3 2 1 1 1 1

2 3 1 2 2 2 1

3 3 3 3 3 3 3

3 3 3 4 4 3 3

4 4 3 3 3 3 3

4 3 1 1 1 5 5

4 5 4 2 3 3 3

3 4 2 3 3 3 3

3 3 3 3 1 3 1

3 3 3 3 3 3 2

3 3 1 2 1 3 3

2 3 3 3 3 3 3

4 4 1 2 1 3 2

5 4 3 3 2 4 2

95

4 4 2 2 3 3 3

4 4 3 3 4 3 3

5 3 3 2 2 5 3

4 4 3 3 3 3 3

4 4 3 3 2 2 4

3 4 3 2 2 3 3

4 3 3 2 3 2 2

4 4 3 4 3 3 3

5 4 4 3 2 4 4

5 3 4 3 1 3 3

5 5 4 2 2 4 4

4 4 2 2 2 4 2

5 4 3 3 2 3 1

4 2 3 2 1 3 5

3 3 2 3 3 2 3

3 2 2 2 2 2 1

3 3 3 2 2 2 3

2 3 4 3 3 3 4

2 4 3 4 4 3 3

2 3 3 4 4 3 4

3 4 3 2 4 4 4

4 3 3 3 4 3 4

2 3 3 2 4 1 3

96

2 2 3 3 2 4 3

3 2 4 2 3 2 3

2 4 3 4 3 3 4

4 3 3 5 1 1 4

3 3 2 2 1 2 3

3 3 3 4 3 4 3

4 2 2 2 2 3 3

3 3 2 4 2 5 3

2 1 2 3 4 3 4

3 4 2 3 3 2 3

3 4 2 5 5 5 5

3 4 4 4 4 4 4

4 3 3 3 3 2 3

4 3 4 3 4 4 5

5 5 4 3 3 3 4

4 4 4 3 4 4 5

2 2 1 2 1 3 3

3 3 2 2 2 4 1

4 4 3 5 4 4 5

3 3 2 2 3 2 2

3 2 2 2 2 3 3

2 2 1 2 2 2 2

97

3 3 3 2 2 3 4

3 3 2 2 2 3 2

2 3 3 2 3 2 3

1 1 1 2 2 2 2

3 4 3 2 1 1 3

2 3 3 3 3 3 3

3 3 3 3 3 3 4

2 3 3 4 4 4 4

Perceived Value

PV1 PV2 PV3 PV4

2 4 3 3

2 3 2 3

3 4 2 2

2 2 2 2

3 4 3 2

3 3 2 3

3 3 3 2

3 4 2 2

1 1 2 2

2 2 2 2

2 3 2 1

1 1 1 1

98

3 3 3 3

1 1 1 1

1 1 1 1

2 2 2 2

5 3 3 3

2 2 1 1

2 2 2 1

2 3 2 2

4 4 2 2

2 2 2 2

2 3 3 3

4 4 2 2

2 3 2 3

4 4 1 1

3 4 3 3

3 4 4 4

4 4 3 2

3 4 3 2

2 1 1 1

4 4 3 3

3 4 4 3

2 2 3 2

99

4 4 2 2

3 3 3 3

3 3 2 2

2 3 2 3

2 2 2 2

4 5 2 2

2 2 2 2

2 2 2 2

2 2 2 2

3 3 2 2

4 4 3 3

4 5 4 3

4 4 3 4

3 3 2 4

3 4 3 2

3 3 3 4

2 2 2 2

2 3 2 2

3 4 3 3

2 3 2 2

2 3 3 3

2 3 1 1

100

3 3 3 3

2 4 3 3

3 3 2 2

4 3 4 3

2 2 2 2

2 2 2 1

2 3 1 1

3 4 2 2

1 1 1 1

2 1 2 1

2 3 4 3

3 3 2 2

3 3 2 3

3 4 4 3

4 2 2 2

4 4 3 3

4 3 4 3

1 1 1 1

1 3 2 2

3 3 2 2

3 2 2 2

2 3 3 2

101

3 2 3 3

2 2 3 3

2 4 2 3

2 3 2 2

2 3 2 1

2 2 2 2

1 2 2 2

4 3 3 4

3 4 4 3

3 3 3 3

3 3 3 3

3 3 3 3

1 2 3 2

2 2 2 2

2 3 3 4

3 3 3 3

1 2 3 3

4 4 5 3

2 4 3 3

3 3 3 3

3 3 3 3

3 2 1 1

102

3 3 3 3

3 2 2 3

2 2 2 2

3 4 3 3

3 3 3 3

2 3 3 3

2 4 3 1

4 2 2 2

4 4 2 2

2 1 2 2

1 2 1 2

4 4 4 4

2 2 2 3

3 4 2 4

1 2 3 4

1 3 2 4

3 3 4 4

3 3 4 3

3 3 4 4

2 2 3 3

3 3 4 4

1 1 1 2

1 2 3 3

103

2 2 3 3

3 3 3 3

4 4 4 5

2 2 2 1

3 1 2 1

3 3 3 3

1 1 3 3

3 4 5 3

3 2 4 1

3 3 4 2

5 5 5 4

4 4 3 3

4 4 4 5

3 3 3 3

5 5 4 4

3 3 3 3

2 3 4 5

1 1 2 3

1 1 1 1

4 4 5 5

3 3 4 5

1 1 1 1

104

4 4 3 3

1 1 1 1

1 2 3 4

5 1 4 4

3 4 3 4

Purchase Intention

PI1 PI2 PI3 PI4 PI5 PI6

4 4 3 3 4 4

3 3 2 2 4 3

2 3 3 3 2 4

4 3 3 4 4 3

5 5 3 3 3 3

4 3 3 3 4 5

3 3 2 3 4 3

5 5 3 3 4 4

2 1 5 3 4 1

3 2 4 4 3 2

5 3 4 2 3 4

4 3 2 3 4 3

4 4 3 3 3 3

4 4 3 3 4 4

2 1 2 2 2 1

105

3 3 3 3 3 3

4 3 3 3 3 3

4 3 2 4 2 3

3 1 1 2 2 2

3 4 2 3 4 2

5 4 2 2 2 2

4 4 3 4 2 2

3 3 2 3 3 3

4 4 3 4 4 2

3 3 4 3 2 1

2 2 1 1 2 3

3 2 4 2 3 3

5 3 3 3 3 3

4 4 3 3 3 4

4 3 3 2 2 3

2 3 3 4 1 3

2 2 4 4 2 3

4 3 4 4 4 4

3 2 3 4 2 3

5 3 3 2 4 4

3 3 3 3 2 3

4 4 3 4 4 5

106

2 3 3 2 2 4

4 3 2 4 3 3

5 3 2 2 3 4

4 3 3 4 4 4

3 3 2 4 4 2

4 4 3 3 4 4

3 3 2 3 3 3

4 4 3 4 4 4

4 4 4 3 4 4

4 4 2 3 4 4

4 3 3 4 4 4

4 2 2 3 3 2

3 3 2 4 2 3

2 4 3 3 3 3

2 2 2 4 3 3

4 4 4 3 3 4

3 2 1 3 4 2

4 3 2 3 3 3

5 3 3 3 2 3

3 3 3 3 3 3

4 4 3 4 4 4

3 4 3 4 4 4

107

3 3 4 2 4 4

2 3 1 3 3 3

4 3 3 4 3 4

2 4 2 3 3 3

3 4 2 4 3 2

2 3 4 2 2 1

3 3 2 2 4 3

4 4 3 3 3 4

3 3 3 3 2 5

3 3 2 4 4 4

4 3 3 4 3 3

4 3 3 2 4 3

4 3 3 3 2 2

3 3 4 4 3 4

2 1 3 2 1 3

3 2 3 3 3 3

3 3 4 4 2 2

3 2 3 2 3 2

3 2 3 2 3 3

4 4 3 3 3 3

2 3 3 3 2 3

3 4 3 3 3 4

108

4 4 4 3 3 3

5 5 5 4 5 5

3 2 4 3 2 3

3 3 2 3 3 3

3 4 3 3 3 3

3 4 3 3 4 3

4 3 3 4 4 3

3 3 2 3 3 3

3 2 3 3 3 3

3 4 2 3 2 4

3 4 2 3 2 2

4 4 3 3 3 3

4 3 3 3 3 3

3 3 2 3 3 3

4 3 3 3 4 4

4 4 3 3 4 4

3 4 3 4 3 3

5 4 3 4 3 3

4 3 3 2 3 2

3 4 4 3 3 4

3 4 2 3 4 4

3 2 3 3 3 3

109

3 4 2 3 2 3

4 2 3 4 3 3

3 4 3 4 4 5

3 4 2 4 4 4

4 4 2 4 4 4

4 2 3 3 4 3

2 3 2 4 4 3

5 4 2 2 2 3

3 4 2 4 4 4

3 2 3 3 1 2

3 2 3 3 3 3

3 3 3 4 3 4

3 4 3 5 3 4

3 4 3 3 3 4

3 4 4 4 3 3

3 4 3 4 4 3

3 2 3 3 2 3

3 3 2 4 2 3

5 4 3 2 2 1

5 3 4 2 5 1

3 3 3 3 2 4

1 1 2 4 5 1

3 3 4 3 4 5

110

3 3 4 1 4 2

3 4 4 4 2 3

3 2 4 2 3 3

3 3 3 3 3 3

4 4 4 5 5 5

4 4 5 3 4 5

1 2 3 4 5 4

3 5 5 5 3 3

4 4 5 5 3 3

4 4 4 5 4 4

3 2 1 1 2 3

2 2 3 3 4 3

4 4 5 4 5 4

1 2 3 2 3 1

1 4 3 4 2 2

1 1 2 2 3 3

2 3 3 3 2 4

1 2 3 2 3 2

2 2 3 3 2 1

1 1 2 2 1 3

2 2 4 3 2 2

3 3 4 4 3 3

2 4 1 5 2 4

111

4 3 4 3 5 4

Appendix B – Raw Data Brand Image

BI1 BI2 BI3 BI4 BI5

3 3 3 3 2

2 3 4 3 4

4 4 2 3 1

2 4 4 4 2

4 4 2 3 3

5 4 2 4 3

2 1 1 3 2

2 4 3 4 4

5 5 4 4 3

4 4 4 4 4

3 3 4 4 4

3 4 4 5 1

3 4 2 4 3

3 4 4 4 5

1 1 1 1 1

4 4 4 4 2

112

4 4 5 4 3

3 4 4 4 4

2 4 1 1 1

3 3 3 3 3

4 4 2 2 2

3 4 4 4 4

3 2 2 3 3

2 4 4 4 2

3 3 4 4 2

2 2 2 1 1

2 2 2 2 2

3 3 3 3 3

3 4 5 5 3

2 2 3 3 2

2 2 4 4 1

2 3 4 4 2

4 4 3 4 4

3 2 2 4 3

2 2 4 5 2

4 4 3 3 1

4 5 4 4 3

3 2 3 2 2

113

3 3 3 3 3

4 4 2 3 2

3 4 4 4 2

3 3 4 3 1

3 4 4 4 2

4 4 4 4 3

4 4 4 4 3

4 3 2 3 2

3 2 2 2 2

5 4 4 5 4

3 4 3 2 2

4 3 4 2 1

4 5 4 4 5

4 4 2 3 2

3 3 4 4 4

2 2 2 2 2

2 3 3 3 3

2 3 4 4 2

3 3 2 3 1

4 4 5 5 3

3 4 4 4 3

4 4 2 4 2

114

2 3 3 3 2

3 4 4 4 3

3 3 4 4 2

2 2 4 3 2

2 3 2 4 1

3 3 2 2 2

3 4 4 4 2

3 3 3 2 2

3 3 2 3 3

3 3 3 2 2

3 3 2 2 3

2 3 3 4 2

2 4 3 3 5

1 1 1 1 1

2 3 2 3 1

3 4 3 2 3

2 2 3 2 3

3 3 3 2 3

2 4 4 4 3

3 3 2 3 2

2 3 4 4 3

3 4 3 3 2

115

2 2 5 5 3

3 3 4 4 3

3 4 4 4 3

3 3 3 3 4

3 3 4 4 3

4 5 3 4 3

3 3 3 3 1

3 3 3 3 3

3 4 4 4 2

4 3 3 2 1

3 4 4 4 2

3 3 3 3 3

3 3 3 3 3

3 4 4 4 2

4 4 3 4 3

4 4 2 3 3

4 4 3 3 3

4 3 3 4 2

4 4 4 5 3

3 3 4 4 2

3 3 3 4 2

3 3 2 3 2

116

3 4 4 4 4

3 4 5 5 3

5 5 5 4 2

2 2 3 4 4

2 4 4 4 2

4 3 2 5 3

4 4 4 5 2

4 5 5 5 3

4 3 2 2 1

2 2 2 3 3

2 3 3 3 4

3 3 4 4 3

2 3 3 3 4

1 5 3 3 4

4 4 3 3 4

1 2 2 2 3

1 2 2 3 3

2 2 3 3 3

3 3 3 3 3

1 2 3 4 4

4 2 2 1 3

3 3 4 4 3

2 2 2 3 3

117

3 3 4 3 3

2 2 3 4 4

3 2 4 3 3

4 4 5 5 3

4 4 4 4 4

3 3 3 3 3

5 5 5 5 5

3 3 3 4 4

2 3 4 5 5

1 1 2 2 2

3 3 4 4 1

2 4 5 5 5

1 2 2 2 2

1 1 2 2 3

1 1 1 2 2

2 2 3 3 4

1 1 2 2 2

2 2 2 2 3

1 1 1 1 2

2 2 2 2 3

3 3 3 4 3

1 5 3 2 5

3 4 3 4 4

110

Perceived Price

PP1 PP2 PP3 PP4 PP5

4 4 3 3 2

2 2 3 3 3

2 2 4 4 3

2 2 2 2 2

3 2 4 4 5

2 2 2 2 2

2 2 2 2 2

3 2 4 4 4

3 3 3 3 3

2 2 2 2 2

2 2 4 3 3

3 3 3 3 2

3 3 3 3 3

2 3 3 3 2

1 1 1 1 1

2 2 2 2 2

2 1 2 2 2

3 2 3 2 1

1 1 1 2 2

2 2 1 1 1

2 1 2 2 2

111

2 2 2 2 2

1 2 2 2 2

2 2 2 4 2

1 1 1 2 1

1 1 1 1 1

2 2 4 4 3

3 4 3 3 3

2 2 3 3 3

3 4 3 3 2

1 5 4 4 1

1 1 1 1 1

4 4 5 5 4

2 1 3 3 1

2 2 4 4 3

2 3 2 2 2

3 4 2 2 3

1 3 3 5 3

3 2 3 3 3

2 2 4 3 4

4 2 4 4 4

1 1 2 3 2

2 2 3 3 2

112

2 2 2 4 3

3 3 3 3 3

3 2 5 4 4

3 3 4 4 3

4 3 4 3 4

5 4 3 3 2

3 3 1 1 3

3 2 2 3 1

2 2 2 2 2

3 1 1 1 3

3 1 1 1 1

2 2 4 4 2

2 2 2 3 3

2 2 2 2 2

2 1 3 4 1

1 1 3 4 1

2 3 4 4 2

3 1 4 4 2

3 2 4 4 4

2 1 3 4 1

2 2 3 3 3

2 1 1 4 3

113

1 1 1 1 1

2 4 2 2 2

3 3 3 3 3

2 1 2 2 1

1 1 2 2 1

2 2 2 2 2

2 2 3 3 3

2 2 2 2 4

1 1 5 5 1

4 3 3 3 3

3 3 3 3 3

2 2 1 1 2

2 2 3 3 2

3 4 4 4 3

2 2 3 3 3

3 3 4 4 4

3 2 3 3 3

2 4 5 5 3

2 2 3 3 3

2 1 3 4 1

3 3 3 3 3

1 1 2 2 2

114

3 3 4 4 3

1 1 1 1 3

1 3 2 3 3

2 5 3 3 4

1 1 1 1 1

3 3 3 4 3

3 3 4 4 4

3 3 2 2 2

1 4 4 4 5

3 4 4 4 2

3 2 3 4 3

3 3 3 3 3

3 2 2 2 2

3 3 3 3 3

3 4 3 4 4

3 1 3 4 4

3 3 4 4 3

3 2 3 3 3

3 2 4 4 3

4 2 3 4 4

4 2 4 4 2

2 2 4 4 4

115

1 2 4 5 4

5 2 5 5 4

1 1 2 2 2

3 2 1 1 1

5 4 3 3 2

2 3 3 3 4

4 3 3 3 2

3 3 3 3 3

3 3 3 3 3

3 3 3 3 3

4 3 5 5 5

3 3 4 4 4

4 4 3 3 4

1 4 5 1 5

3 3 3 3 3

3 4 5 5 5

2 3 3 4 4

3 3 4 4 3

4 3 2 2 3

3 3 4 4 3

3 3 4 5 4

4 5 4 4 5

3 3 4 3 5

116

3 3 3 3 3

3 3 3 3 3

4 4 3 3 5

4 4 5 5 5

3 3 3 3 3

1 1 3 3 3

4 4 5 5 5

3 3 4 4 4

3 3 4 4 3

1 1 1 1 1

3 3 3 3 3

3 3 3 3 3

1 1 1 1 1

3 3 3 3 3

1 1 1 2 3

2 2 2 3 3

1 5 1 4 2

2 2 3 3 4

Perceived Quality

PQ1 PQ2 PQ3 PQ4 PQ5 PQ6 PQ 7

4 4 3 3 3 3 4

3 4 3 2 2 3 3

117

4 4 2 2 2 2 3

4 2 2 2 2 2 2

5 5 3 4 2 5 5

5 5 4 4 4 3 4

4 4 3 3 3 2 1

4 3 2 2 2 5 5

5 5 2 3 3 3 3

4 3 2 4 2 2 4

5 5 2 3 3 2 2

2 2 2 2 2 2 1

4 4 3 3 3 2 3

4 4 3 3 2 2 2

3 3 1 1 1 1 1

4 4 2 2 2 3 3

4 4 2 1 1 2 2

4 4 3 3 3 3 3

4 3 2 1 2 4 1

3 4 4 4 1 4 3

4 4 2 2 2 1 2

5 4 2 2 2 2 4

4 4 3 2 2 1 3

2 4 2 2 2 2 2

5 3 1 2 1 1 2

118

2 2 1 1 1 1 1

4 4 3 3 3 4 2

4 4 4 3 3 3 3

4 4 3 4 3 3 3

4 3 2 3 2 2 2

4 4 1 2 1 3 1

4 4 3 2 2 1 1

4 5 4 4 3 3 5

2 3 3 3 1 2 1

5 5 3 2 2 4 5

4 4 3 3 2 2 2

4 4 5 5 4 5 5

3 1 1 3 2 3 3

4 3 2 2 2 2 3

4 4 2 2 2 3 2

4 2 1 3 2 2 3

4 4 2 1 1 1 1

4 4 3 2 2 2 2

4 4 2 2 2 2 2

4 4 2 2 1 3 4

5 4 2 4 4 4 4

4 5 5 3 3 4 4

119

4 3 4 2 2 4 4

3 3 2 1 2 3 2

1 3 3 3 2 4 2

4 4 3 2 2 1 2

4 4 2 2 2 4 2

3 3 3 2 2 2 3

3 3 3 1 1 3 2

4 4 2 2 2 2 2

3 3 3 1 2 1 2

4 3 3 3 3 3 3

4 4 3 3 1 3 1

4 3 3 3 2 4 2

3 3 3 4 5 4 2

1 3 2 1 1 2 2

5 4 3 4 3 5 2

3 3 1 1 1 1 2

4 3 2 2 2 2 2

4 3 1 1 1 1 1

4 3 1 2 2 2 2

4 3 2 2 2 2 5

3 4 4 3 4 4 3

4 5 5 3 2 2 2

120

2 2 2 2 2 2 2

3 3 2 2 1 1 3

5 4 3 3 2 2 1

2 3 2 2 4 4 5

1 4 2 4 3 3 2

3 2 1 2 2 2 1

4 3 2 2 3 4 3

3 3 2 2 2 2 3

4 4 3 4 2 3 3

3 4 2 1 3 2 2

2 4 3 3 3 2 2

3 3 2 3 2 3 3

3 3 3 3 3 3 3

5 3 4 3 3 4 3

4 3 2 1 1 1 1

2 3 1 2 2 2 1

3 3 3 3 3 3 3

3 3 3 4 4 3 3

4 4 3 3 3 3 3

4 3 1 1 1 5 5

4 5 4 2 3 3 3

3 4 2 3 3 3 3

121

3 3 3 3 1 3 1

3 3 3 3 3 3 2

3 3 1 2 1 3 3

2 3 3 3 3 3 3

4 4 1 2 1 3 2

5 4 3 3 2 4 2

4 4 2 2 3 3 3

4 4 3 3 4 3 3

5 3 3 2 2 5 3

4 4 3 3 3 3 3

4 4 3 3 2 2 4

3 4 3 2 2 3 3

4 3 3 2 3 2 2

4 4 3 4 3 3 3

5 4 4 3 2 4 4

5 3 4 3 1 3 3

5 5 4 2 2 4 4

4 4 2 2 2 4 2

5 4 3 3 2 3 1

4 2 3 2 1 3 5

3 3 2 3 3 2 3

3 2 2 2 2 2 1

122

3 3 3 2 2 2 3

2 3 4 3 3 3 4

2 4 3 4 4 3 3

2 3 3 4 4 3 4

3 4 3 2 4 4 4

4 3 3 3 4 3 4

2 3 3 2 4 1 3

2 2 3 3 2 4 3

3 2 4 2 3 2 3

2 4 3 4 3 3 4

4 3 3 5 1 1 4

3 3 2 2 1 2 3

3 3 3 4 3 4 3

4 2 2 2 2 3 3

3 3 2 4 2 5 3

2 1 2 3 4 3 4

3 4 2 3 3 2 3

3 4 2 5 5 5 5

3 4 4 4 4 4 4

4 3 3 3 3 2 3

4 3 4 3 4 4 5

5 5 4 3 3 3 4

4 4 4 3 4 4 5

123

2 2 1 2 1 3 3

3 3 2 2 2 4 1

4 4 3 5 4 4 5

3 3 2 2 3 2 2

3 2 2 2 2 3 3

2 2 1 2 2 2 2

3 3 3 2 2 3 4

3 3 2 2 2 3 2

2 3 3 2 3 2 3

1 1 1 2 2 2 2

3 4 3 2 1 1 3

2 3 3 3 3 3 3

3 3 3 3 3 3 4

2 3 3 4 4 4 4

Perceived Value

PV1 PV2 PV3 PV4

2 4 3 3

2 3 2 3

3 4 2 2

2 2 2 2

3 4 3 2

3 3 2 3

124

3 3 3 2

3 4 2 2

1 1 2 2

2 2 2 2

2 3 2 1

1 1 1 1

3 3 3 3

1 1 1 1

1 1 1 1

2 2 2 2

5 3 3 3

2 2 1 1

2 2 2 1

2 3 2 2

4 4 2 2

2 2 2 2

2 3 3 3

4 4 2 2

2 3 2 3

4 4 1 1

3 4 3 3

3 4 4 4

4 4 3 2

125

3 4 3 2

2 1 1 1

4 4 3 3

3 4 4 3

2 2 3 2

4 4 2 2

3 3 3 3

3 3 2 2

2 3 2 3

2 2 2 2

4 5 2 2

2 2 2 2

2 2 2 2

2 2 2 2

3 3 2 2

4 4 3 3

4 5 4 3

4 4 3 4

3 3 2 4

3 4 3 2

3 3 3 4

2 2 2 2

126

2 3 2 2

3 4 3 3

2 3 2 2

2 3 3 3

2 3 1 1

3 3 3 3

2 4 3 3

3 3 2 2

4 3 4 3

2 2 2 2

2 2 2 1

2 3 1 1

3 4 2 2

1 1 1 1

2 1 2 1

2 3 4 3

3 3 2 2

3 3 2 3

3 4 4 3

4 2 2 2

4 4 3 3

4 3 4 3

127

1 1 1 1

1 3 2 2

3 3 2 2

3 2 2 2

2 3 3 2

3 2 3 3

2 2 3 3

2 4 2 3

2 3 2 2

2 3 2 1

2 2 2 2

1 2 2 2

4 3 3 4

3 4 4 3

3 3 3 3

3 3 3 3

3 3 3 3

1 2 3 2

2 2 2 2

2 3 3 4

3 3 3 3

1 2 3 3

128

4 4 5 3

2 4 3 3

3 3 3 3

3 3 3 3

3 2 1 1

3 3 3 3

3 2 2 3

2 2 2 2

3 4 3 3

3 3 3 3

2 3 3 3

2 4 3 1

4 2 2 2

4 4 2 2

2 1 2 2

1 2 1 2

4 4 4 4

2 2 2 3

3 4 2 4

1 2 3 4

1 3 2 4

3 3 4 4

129

3 3 4 3

3 3 4 4

2 2 3 3

3 3 4 4

1 1 1 2

1 2 3 3

2 2 3 3

3 3 3 3

4 4 4 5

2 2 2 1

3 1 2 1

3 3 3 3

1 1 3 3

3 4 5 3

3 2 4 1

3 3 4 2

5 5 5 4

4 4 3 3

4 4 4 5

3 3 3 3

5 5 4 4

3 3 3 3

2 3 4 5

130

1 1 2 3

1 1 1 1

4 4 5 5

3 3 4 5

1 1 1 1

4 4 3 3

1 1 1 1

1 2 3 4

5 1 4 4

3 4 3 4

Purchase Intention

PI1 PI2 PI3 PI4 PI5 PI6

4 4 3 3 4 4

3 3 2 2 4 3

2 3 3 3 2 4

4 3 3 4 4 3

5 5 3 3 3 3

4 3 3 3 4 5

3 3 2 3 4 3

5 5 3 3 4 4

2 1 5 3 4 1

3 2 4 4 3 2

131

5 3 4 2 3 4

4 3 2 3 4 3

4 4 3 3 3 3

4 4 3 3 4 4

2 1 2 2 2 1

3 3 3 3 3 3

4 3 3 3 3 3

4 3 2 4 2 3

3 1 1 2 2 2

3 4 2 3 4 2

5 4 2 2 2 2

4 4 3 4 2 2

3 3 2 3 3 3

4 4 3 4 4 2

3 3 4 3 2 1

2 2 1 1 2 3

3 2 4 2 3 3

5 3 3 3 3 3

4 4 3 3 3 4

4 3 3 2 2 3

2 3 3 4 1 3

2 2 4 4 2 3

4 3 4 4 4 4

132

3 2 3 4 2 3

5 3 3 2 4 4

3 3 3 3 2 3

4 4 3 4 4 5

2 3 3 2 2 4

4 3 2 4 3 3

5 3 2 2 3 4

4 3 3 4 4 4

3 3 2 4 4 2

4 4 3 3 4 4

3 3 2 3 3 3

4 4 3 4 4 4

4 4 4 3 4 4

4 4 2 3 4 4

4 3 3 4 4 4

4 2 2 3 3 2

3 3 2 4 2 3

2 4 3 3 3 3

2 2 2 4 3 3

4 4 4 3 3 4

3 2 1 3 4 2

4 3 2 3 3 3

133

5 3 3 3 2 3

3 3 3 3 3 3

4 4 3 4 4 4

3 4 3 4 4 4

3 3 4 2 4 4

2 3 1 3 3 3

4 3 3 4 3 4

2 4 2 3 3 3

3 4 2 4 3 2

2 3 4 2 2 1

3 3 2 2 4 3

4 4 3 3 3 4

3 3 3 3 2 5

3 3 2 4 4 4

4 3 3 4 3 3

4 3 3 2 4 3

4 3 3 3 2 2

3 3 4 4 3 4

2 1 3 2 1 3

3 2 3 3 3 3

3 3 4 4 2 2

3 2 3 2 3 2

134

3 2 3 2 3 3

4 4 3 3 3 3

2 3 3 3 2 3

3 4 3 3 3 4

4 4 4 3 3 3

5 5 5 4 5 5

3 2 4 3 2 3

3 3 2 3 3 3

3 4 3 3 3 3

3 4 3 3 4 3

4 3 3 4 4 3

3 3 2 3 3 3

3 2 3 3 3 3

3 4 2 3 2 4

3 4 2 3 2 2

4 4 3 3 3 3

4 3 3 3 3 3

3 3 2 3 3 3

4 3 3 3 4 4

4 4 3 3 4 4

3 4 3 4 3 3

5 4 3 4 3 3

135

4 3 3 2 3 2

3 4 4 3 3 4

3 4 2 3 4 4

3 2 3 3 3 3

3 4 2 3 2 3

4 2 3 4 3 3

3 4 3 4 4 5

3 4 2 4 4 4

4 4 2 4 4 4

4 2 3 3 4 3

2 3 2 4 4 3

5 4 2 2 2 3

3 4 2 4 4 4

3 2 3 3 1 2

3 2 3 3 3 3

3 3 3 4 3 4

3 4 3 5 3 4

3 4 3 3 3 4

3 4 4 4 3 3

3 4 3 4 4 3

3 2 3 3 2 3

3 3 2 4 2 3

136

5 4 3 2 2 1

5 3 4 2 5 1

3 3 3 3 2 4

1 1 2 4 5 1

3 3 4 3 4 5

3 3 4 1 4 2

3 4 4 4 2 3

3 2 4 2 3 3

3 3 3 3 3 3

4 4 4 5 5 5

4 4 5 3 4 5

1 2 3 4 5 4

3 5 5 5 3 3

4 4 5 5 3 3

4 4 4 5 4 4

3 2 1 1 2 3

2 2 3 3 4 3

4 4 5 4 5 4

1 2 3 2 3 1

1 4 3 4 2 2

1 1 2 2 3 3

2 3 3 3 2 4

1 2 3 2 3 2

137

2 2 3 3 2 1

1 1 2 2 1 3

2 2 4 3 2 2

3 3 4 4 3 3

2 4 1 5 2 4

4 3 4 3 5 4

Appendix C – Pre-Test

BI Reliability Testing

Reliability Statistics

Cronbach's

Alpha

N of Items

.795 6

PP Reliability Testing


Cronbach's

Alpha

N of Items

.812 6

PQ Reliability Testing


Cronbach's

Alpha

N of Items

.777 8

PV Reliability Testing


138

Cronbach's

Alpha

N of Items

.818 5

139

Brand Image – Validity Result

Perceived Price – Validity Result

140

Perceived Quality – Validity Result

Perceived Value – Validity Result

Purchase Intention – Validity Result

the influence of brand image, perceived price, …

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