| dc.description.abstract | As the expose of fashion industry in 20th century, the clothing became cheaper and easily bought by the customers. From that period, fast fashion brands were born to serve the growth in demand of many people and developed so quickly that created its huge impact in the trend of fashion. Appeared in Ho Chi Minh City for the first time, fast fashion brands had attracted various customers here, especially the millennial. The study sought for the solution to improve the business of fashion brands in Ho Chi Minh City. The investigation would be involved in searching for the factors which have the impact on the purchase intention of Millennial and its effect level to the purchase intention. 237 people have agreed to fill in the survey in order to serve the objective of the research. An overview of this study about the fast fashion brands’ operation in Ho Chi Minh City would discover the relationship between the variables with the purchase intention. The outcome confirmed that three factor Service Quality, Customer Satisfaction and Trust create their impact on the Purchase Intention. Some tool to analyze the statistic provided to discover the research.
Keywords: Fast fashion brands, purchase intention, service quality, customer satisfaction, trust, brand equity. | en_US |
