ETHICAL ETHNIC FASHION AND REPURCHASE INTENTION

Abstract: 

This research aims to develop new constructs and indicators needed to investigate customer repurchase intentions by determining the effect of ethical ethnic fashion, subjective norm, and attitude as mediating variables by applying the Theory of Reasoned Action (TRA). Data was collected by distributing online questionnaires to ethical ethnic fashion customers in several cities in Indonesia. A total of 230 questionnaires fulfilled the requirements, which were further analyzed using SEM analysis software in IBM SPSS-AMOS version 23. The overall model test results show a significant number. The findings showed that the trust in the ethical ethnic fashion, capable of maintaining sustainability affects individuals' positive attitudes, which impact repurchase intentions. The trust comes from the thorough product evaluation that affects the individuals' emotional feelings and trust in the closest people who give references. These two factors have a strong effect on shaping customer attitudes to repurchase ethical ethnic fashion. This research also helps ethnic fashion producers understand the importance of equating customers' perceptions of ethical concepts to increase potential customer satisfaction.