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preference, persuasion, and purchase. According to Gogoi (2013), customers always want to believe that simple packaging, low pricing,
and unbranded products are a significant risk since the quality of these products is questionable.

2.2 Hypothesis Development

2.2.1 Brand Awareness

Brand recall (Faryabi et al., 2013; Jianlin et al., 2010; Noor et al., 2013; Tih et al., 2013), brand recognition (Choi & Kim, 2013;
Karampour & Ahmadinejad, 2014; Liu, 2013; Manjusha & Segar, 2013), brand image construction (Khan & Rohi, 2013), brand attribute
(Qamar, 2013), and brand personality (Q (Lekprayura, 2012) Because consumers are attempting to obtain a well-known and recognisable
product or service, all of these characteristics play a significant role in their decision to purchase (Keller, 1993; Macdonald & Sharp, 2000).

Consumers can utilize brand awareness to learn about a product category's brands and make purchasing decisions (Percy &
Rossiter, 1992). Brand awareness has a big influence on global smartphone brand decisions, and it used to be the foundation for smartphone
product classifications (Hoyer & Brown, 1990). The quality of the product determines brand recognition (Dodds et al., 1991; Grewal et al.,
1998). Furthermore, (Hoeffler & Keller, 2002) state that the width and depth of brand awareness can be easily identified. When customers
buy a product, the brand name is the first thing that comes to mind, and depth refers to how to get customers to buy it.

H1: To determine if there is a positive relationship between Brand Awareness and Purchase Intention of customers’ adoption in the
sewing garment industry.

2.2.2 Perceived Price

The price that the customer has written down is his or her perceived pricing. Because consumers understand price through
subjective judgments and store it in their minds as "expensive" or "cheap" notions, the perceived price of a product differs from the real
monetary price (Kashyap & Bojanic, 2000). When people check prices online for sports and tourist products and find a truly meaningful
price, the product will be seen as inexpensive rather than expensive, according to the perceived price.

Various people have different viewpoints and beliefs regarding value for money; some may believe that a high price equates to a
high value, while others may believe that it isn't worth it and hence isn't a value for money. Price, according to Kotler and Armstrong (2010),
is the sum of the values that customers exchange in exchange for receiving benefits or using a product or service. Price refers to the smallest
amount of money a client is willing to pay for products and services they consider are worthwhile (Campbell, 1999).

H2: To determine if there is a positive relationship between Perceived Price and Purchase Intention of customers’ adoption in the
sewing garment industry.

2.2.3 Advertisement

Consumers will rely largely on the images and information about the goods shown in a print advertisement to entice them to look
at it more closely and read it further. A nice image(s) in an advertisement can have a great impact since it helps the reader and customers
feel "connected" to the products. Consumers might become more connected to a product by having specific sentiments while viewing it,
such as the product appearing genuine, credible, and real (Brosius, Donsbach & Birk, 1996). According to Garcia and Stark, novel in-text
picture(s) are recognised as (advertisement) content component(s) that are most likely to stimulate curiosity and so persuade readers to
continue reading (1991).

This is in addition to the strategically arranged line of catchy phrases (especially in the headline) that entice people to read on
(Boduch, 2001). As N.W. Ayers, a New York advertising agency, demonstrated in 1938 when it was entrusted with transforming the public
view of diamonds from a "one-time financial investment" to a "symbol of commitment and lifelong love," a strong campaign may change
one's perception (Jhally, 2003). Today, we can see that giving diamonds to loved ones is associated with romantic love perceptions.

H3: To determine if there is a positive relationship between Advertisement and Purchase Intention of customers’ adoption in the
sewing garment industry.

2.2.4 Store Image

Consumers' overall view of a business and their shopping experience there is referred to as "store image." In today's competitive
and expanding retail market, businesses must grasp the picture that consumers have of their store, as well as how that image compares to
an ideal image and to that of competitors. Developing a strong image allows a retailer to stand out by presenting a distinct image (Lockshin
and Kahrimanis, 1998). A positive store image aided the retailer in developing and managing their market position (Nevin and Houston
1980; Samli 1989a; Sannapu and Singh, 2012) by creating a competitive advantage in terms of product, price, or service differentiation
(Wortzel, 1987; Day and Wesley, 1988) that could not easily be replicated by other retailers (Nevin and Houston 1980; Samli 1989a; Sannapu
and Singh, 2012) that could not easily be replicated by other retailers (Rosenbloom 1983). Store image and a clear positioning message
toward the target market, on the other hand, have been shown to boost store loyalty by improving retailers' transaction advantage (Giraldi,
Spinelli, and Merlo, 2003; Gundala, 2010).

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