Product, Purchase, Consumption and Advertising Involvement in Fashion Industry in Surabaya (Perspective Review on Age and Gender)
Utami, Christina Whidya
Soesetio, Astrid Herawaty
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Fashion industry is one of most rapid industry in growth. The high Competition in this industry resulting in marketers that forced to getting more understanding and knowledge about, what things that could be able to encourage someone to purchase fashion products. Involvement stimulates someone to do something. In the fashion industry, involvement could be shown through several variables includes product involvement, purchase decision involvement, consumption involvement and advertising involvement. This study was aimed to identify the effects of both gender and age differences on product, purchase decision consumption and advertising involvement in fashion industry in Surabaya. This study was conducted through a survey. Questionnaire was given to selected respondents. Analyses tool used was Manova. The results of the study show that there was relationship between gender and age differences on product purchase decision, consumption and advertising involvement in fashion industry in Surabaya. Women and younger age consumers both have higher relation when compared to men and older age consumers. These support previous studies.