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

Abstract

As globalization is rising, Indonesia’s creative industry sectors has also been increasing. Fashion industry is one of creative industry sectors that has increased rapidly. Seizing the opportunity, Janus Apparel was established. As a start - up business, Janus Apparel can be seen struggling in increasing its monthly sales. This study is created to investigate the influence of social media and retail stores towards purchase intention of Janus Apparel. Another factor used in this study is brand awareness that worked as a mediator between social media and retail stores to purchase intention. This research focuses on people who has heard, known, or bought Janus Apparel. An online questionnaire is distributed to the entire sample and used five point Likert scale as the measurement method. The data are analyzed using Partial Least Square. The result showed that retail store and brand awareness have positive relationship toward purchase intention; furthermore, social media mediated by brand awareness has also positive relationship toward purchase intention. Meanwhile, social media has negative relationship toward purchase intention, and also retail store mediated by brand awareness has negative relationship toward purchase intention. The finding advances the understanding of social media, retail store, brand awareness, and purchase intention relationship phenomenon in start - up fashion business