Page 551 - MARSIUM'21 COMP OF PAPER

530 Nor Khairena binti Khalid (2022)

⬛ 1.0 INTRODUCTION

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. After that the company started to operate online and offline business. When the company
entered the boutique, the company started with a cost of RM 10 000 for buying two units of sewing machines and sewing equipment. Now
the boutique has eight machines with a total cost of RM 50 000 and above. AlQhadhri Exclusive stated to be the first islamic tailoring and
custom made attrires and AlQhadhri Exclusive is your fashion specialist as per their mission and vision. The company stated their objective
is reaching one million orders by 2023.

1.1 Background of The Problem

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. This is so because customers will compare the price of a
particular order with ready-to-wear clothes. The cost of tailored garments is a little expensive because the tailor will sew the dresses according
to the customer's size and wishes. However, custom-made clothing services also have their current competition. For example, some traders
will put the price of service much lower than the current market price. Therefore, businesses that provide tailoring services will have to
overcome the customers’ purchase intention.

1.2 Research Questions

RQ1: Are there any relationship between brand awareness, perceived price, advertisement and store image with purchase intention of
AlQhadri Exclusive?
RQ2: What is the most important factor that influences the purchase intention of AlQhadri Exclusive?
RQ3: Are there differences in demographic profile groups (gender, age, income per month and educational level) towards the purchase
intention of AlQhadri Exclusive?

1.3 Research Objectives

RO1: To examine the relationship between brand awareness, perceived price, advertisement and store image with purchase intention of
AlQhadri Exclusive.
RO2: To investigate the most important factor that influences the purchase intention of AlQhadri Exclusive.
RO3: To explore whether there have differences in demographic profile groups (gender, age, income per month and educational level)
towards the purchase intention of AlQhadri Exclusive

⬛ 2.0 RESEARCH CONTENT AND RESEARCH MODEL

Previous studies and publications on textile crafts as a leisure activity have focused on knitting, quilting, and hand embroidery.
Some (e.g., Collier, 2011) mention stitching, but no specific form of sewing is stated. Sewing and garment making have never been
thoroughly investigated in a single study. Previous research focused on the causes of various types of home sewing from the 1960s through
the 1990s, as well as retrospective research on the impacts and meanings of women's home sewing prior to 1970. Martindale and McKinney
(Martindale & McKinney, 2020). Also, the satisfaction of home sewers with the fit of clothing designs (LaBat, Salusso, & Rhee, 2007),
and the politics of contemporary home sewing in relation to feminism (LaBat, Salusso, & Rhee, 2007). (LaBat, Salusso, & Rhee, 2007).
2016 (Bain).

It has looked into the role of nostalgia in retro sewing (Armstead & McKinney, 2019) as well as home-based sewing enterprises
(Russum, 2019). The majority of study on sewing has focused on motivational changes in home sewing (e.g. Schofield-Tomschin, 1999)
and motivations for garment creation (Martindale, 2017; Martindale & McKinney, 2018a, b, 2020). Academic study on the motives for home
sewing in the twenty-first century is insufficient, according to Martindale and McKinney (2020). The purpose of this study is to use the
narratives of female textile craft producers to explain the reasons for garment sewing as a leisure craft, as well as to elucidate the meanings
behind the practice.

2.1 Purchase Intention

Shah (2012) described the decision-making process that leads to people purchasing a specific brand in a previous study. According
to Morinez (2017), purchase intention is a condition in which consumers are more likely to acquire a specific product under specific
circumstances. Purchase intent is frequently tied to consumer behaviour, perceptions, and attitudes. The price, as well as perceived quality
and value, influence purchasing intentions. During the purchasing process, customers are impacted by both internal and external factors.
(Source: Gogoi, 2013). Before deciding to buy a product, Kotler and Armstrong (2010) identify six stages: awareness, interest,

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