THE INFLUENCE OF SOCIAL MEDIA AND RETAIL STORE INCLUDING MEDIATED BY BRAND AWARENESS TOWARDS PURCHASE INTENTIONS OF JANUS APPAREL

Abstract

THE INFLUENCE OF SOCIAL MEDIA AND RETAIL STOREINCLUDING MEDIATED BY BRAND AWARENESS TOWARDSPURCHASE INTENTION OF JANUS APPAREL As globalization is rising, Indonesia’s creative industry sectors has alsobeen increasing. Fashion industry is one of creative industry sectors thathasincreased rapidly. Seizing the opportunity, Janus Apparel was established. As astart-up business, Janus Apparel can be seen struggling in increasingitsmonthlysales. This study is created to investigate the influence of social media and retailstorestowards purchase intention of Janus Apparel. Another factor used in thisstudy is brand awareness that worked as a mediator between social media and retailstoresto purchase intention.This research focuses on people who has heard, known, or bought JanusApparel. An online questionnaire is distributed totheentire sample andusedfivepoint Likert scale as the measurement method.The data are analyzedusingPartialLeast Square.The result showed that retail store and brand awareness have positiverelationship toward purchase intention;furthermore,social media mediated bybrand awareness has also positive relationship toward purchase intention.Meanwhile,social media has negative relationship toward purchase intention, andalso retail store mediated by brand awareness has negative relationship towardpurchase intention. The finding advances the understanding of social media, retailstore, brand awareness, and purchase intention relationship phenomenon in start-upfashion business.