ANALYSIS OF YOUNG MALE AND FEMALE PREFERENCES IN CHOOSING INTERNATIONAL FASHION BRAND IN MANADO
Abstract: Brand is the
personality that indetifies a product, service, or company (name, term, sign,
symbol, or design, or combination of them). This research aims to determine if
there is any significant difference in young male and female preference in choosing
International fashion Brand in Manado. The type of this research is a
quantitative decriptive research. Independent Sample T-Test was used in this
research. The samples are divided into 50 young males and 50 young females. The
sample was taken by purposive sampling. The result shows; (1) There are no
siginificant differences in term of style, popularity of brand and land of
origin. (2) There are significant differences in ters of promotion and quality
of product. Based on the result, international brand should improve their
performance in term of develop new product.
Keywords: Young Male and
Female, Independent sample t-test, International fashion brand
Penulis: Riebka Praisylia
Rori, Linda . Lambey, Farlane Stevie Rumokoy
Kode Jurnal: jpmanajemendd170632
