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PURCHASE INTENTION OF SEWING GARMENT INDUSTRY: ALQHADRI
EXCLUSIVE

Nor Khairena Binti Khalid, Dr. Zuraidah Binti Sulaiman

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: khalidkhairena@gmail.com, zuraidahs@utm.my

Abstract

AlQhadri Exclusive is a business structure of tailoring and wedding couture that operates in Bandar Baru

Sungai Udang, Melaka. This company was established on 15 March 2015 that provides services on

tailoring and wedding planner. Before the company entered the boutique, the company was run fully
online from 2010 until 2015. The company was known as Mashitah Hijabs in 2010 and in 2015 the

company was changed to AlQhadhri Exclusive. Nowadays, businesses selling ready-to-wear clothes are
becoming more and more popular. The clothes sold are also much cheaper than the wages to order a pair

of shirts. This is because businesses that provide ready-to-wear garments will order in bulk at garment

factories. Therefore, ordering in bulk at the factory will not incur high costs. Businesses that provide
custom-made clothing services will have a loss. Therefore, businesses that provide tailoring services will

have to overcome the customers’ purchase intention. Brand awareness, perceived pricing, advertisement,
and shop image are the basic structures. An online survey was used to collect data, and 123 pertinent

statistical research responses were received. The Statistical Package for the Social Sciences was used to
test all of the hypothesised associations (SPSS). The most important predictor of purchase intention,

according to this study, is habit. Contrary to popular belief, characteristics such as perceived pricing and

store image had little effect on purchase intent. This study provides useful information about the sewing
garment industry's purchase intentions. Future research could focus on the impact of a number of

important elements.

Keywords: Sewing Garment Industry, Purchase Intention, Custom-made, Ready-made

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