Factors Affecting Garut College Student’s Purchase Intention toward ‘Garut Leather Jacket’ Products

Leather small industries in Sukaregang village, Garut city, West Java, have made Indonesia one of the world major leather exporting countries. Its products such as wallets, bags, shoes, jacket, up until the sofa is not only popular in the country but also in foreign countries but most of the consumer is only from Indonesia especially Garut. However, there were limited studies of Indonesian especially Garut leather jacket market analysis. This study is designed to determine the factors influencing Garut college student’s purchase intention as one of major consumer toward Garut leather jacket using factor analysis technique. Categorized as fashion apparel, purchase intention of Garut leather jacket is explained with several variables: brand, quality, price, services, organization, family, peer/reference group, consumer socialization, and emotional value. A total of 110 college students in Garut are participated in the survey and categorized as direct-selling consumer. Using factor analysis, the study finds that brand that positively influence by emotional value is the most important factor that influence Garut college students’ to purchase Garut leather jacket. The findings provide the basis for further research of Garut leather jacket retailer’s strategy to enter not only Garut market but also other cities in Indonesia and probably other countries.