Robust Least Squared: To Build Consumer’s Purchase Intention at Louis Vuitton Indonesia

Budiono, Sidik and Purba, John Tampil and Rajagukguk, Wilson (2021) Robust Least Squared: To Build Consumer’s Purchase Intention at Louis Vuitton Indonesia. In: Proceedings of the International Conference on Industrial Engineering and Operations Management. IEOM Society International, Monterrey, Mexico, pp. 2454-2463. ISBN 978 1 7923 6130 2

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Abstract

Louis Vuitton, as one of the French fashion brands, is currently leading world’s fashion brand in fashion industry. Indonesia as a growing market country is one of the countries that host Louis Vuitton’s shopping outlet. This research aims to analysis the effect of brand image, country of origin and motivation on consumer’s purchase intention. The data collection method is online survey using Google Form questionnaire. This study is conducted in Jakarta area, where Louis Vuitton outlet and the respondents are residing. Testing validity and reliability for data is conduct by Stata Software statistic application. The data is analysed through robust least squared method using Stata Software Release 15 also. The findings of this research show that brand image effect on purchase intention significantly, country of origin effect towards purchase intention, and also motivation effect towards purchase intention significantly. Keywords: Brand image, Motivation, Country-of-origin, Purchase intention, Louis Vuitton Indonesia

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