Antecedents of Consumer Purchase Intention of Fashion Products

Fashion products are such dynamic products. Therefore, understanding well to consumer intention is very important for producers as distributors. This study aimed determine the effect of credibility, attractiveness, product suitability with personality, and celebrity recognition on purchase intentions Greenlight fashion The research data was collected using a questionnaire distributed 109 respondents aged 15–31 years who knew Ariel Noah ad star, had seen advertisements, bought processed multiple linear regression method. results suggested that personalities positively significantly affected consumers' However, ce­lebrity re­cognition no significant By con­si­dering results, stakeholders shall adjust their strategies keep enlarge market shares further.