PURCHASE INTENTION OF YOUNG PEOPLE’S FASHION PRODUCTS

This study examined the relationship model of various social identity factors that influence the purchase intentions of young people in Indonesia towards fashion products. The study involved 1404 young people who were selected by purposive sampling technique because they liked fashion as their social identity. After testing the validity with factor analysis and reliability with Cronbach Alpha, we tested the relationship between the variables of this study. The results of the correlation test between variables found that religious commitment was not related to purchase intentions and materialism. Based on multiple linear regression testing results, social values, normative beliefs, materialism and product knowledge had a significantly positive effect on purchase intentions, while religious commitment actually reduced purchase intentions. However, the effect is only 22.6%. The most fit relationship model with the data according to structural equation modeling (SEM) with a two-step approach is the effect of religious commitment and social values on purchase intentions was not directly but was mediated by normative beliefs, materialism and product knowledge. For producers and marketers, product knowledge, normative beliefs and materialism should receive priority attention to increase fashion sales.