Marketing Mix Factors Affecting Jeans Purchasing Intention via Online System of Students of Southeast Asia University

Abstract

The objectives of this quantitative research are (1) to study personal factors affecting purchase intention (2) to perceive marketing mix factors affecting jeans purchasing intention via online system of students at Southeast Asia University. The sample group used in this research consists of 347 persons at Southeast Asia University according to the concept of Krejcie & Morgan (1970). Research tool is a questionnaire. Statistics used in this research include mean, percentage, Standard Deviation, t-test, F-test, Chi-Square, and One-Way Analysis of Variance (ANOVA) via Fisher`s Least Significant Difference (LSD). The results revealed that overall of marketing mix was at good level (=4.28, S.D.=.556), following by product was at good level (=4.31, S.D.=.538), process (=4.31, S.D.=.535), promotion (=4.30, S.D.=.564), people (=4.29, S.D.=.535), place (=4.28, S.D.=.579), physical evidence (=4.28, S.D.=.553), and price (=4.22, S.D.=.590) respectively.