The Impact of Brand-Related Factors and Perceived Quality on Purchase Intention: A Case Study of MAPCLUB

Abstract

GIDEON NATHANAEL LAMGOKMA SIHOMBING. The Impact of Brand- Related Factors and Perceived Quality on Purchase Intention: A Case Study of MAPCLUB. Supervised by SYAMSUL MA’ARIF and LINDA KARLINA SARI. MAPCLUB is a fashion e-commerce and reward program in Indonesia under PT. Mitra Adiperkasa, one of the biggest fashion retailers in Indonesia that connects international brands to local consumers. Despite that, MAPCLUB is falling behind in terms of popularity compared to other fashion e-commerce platforms. This study examines the impact of brand awareness, brand consciousness, brand nationality, and perceived quality on purchase intention on MAPCLUB as a fashion e-commerce. A quantitative approach was used, drawing data from 214 Generation Z respondents, and was analyzed using PLS-SEM. The analyses show that brand awareness, brand consciousness, brand nationality, and perceived quality positively and significantly affect purchase intention among respondents in Jabodetabek. This study highlights the necessity to increase e-commerce visibility, implement promotional campaigns to enhance perceptions of exclusivity for brand-conscious customers, strengthen user experience, and continue educating customers about the platform to increase usage and purchase intention among users.