Analysis of product attributes affecting the purchase intention of college students in buying ukay-ukay clothes 6

Business Research: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2024 56

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One of the most significant sectors in the world is the clothing industry. The clothing industry's rapid expansion and increased clothing consumption have led to a rise in the popularity of second-hand clothing, and Filipinos are the leading consumers of it. In Manila, Ukay-Ukay has become a cultural phenomenon due to the city's Generation Z population embracing this simple purchasing activity. Ukay-Ukay is derived from the Filipino world halukay also known as second-hand clothing, which means to dig or sort. The purpose of this study is to analyze how product attributes affect the purchasing intentions of college students at the Polytechnic University of the Philippines (PUP-Main Campus, Sta. Mesa) when buying Ukay-Ukay clothes. To analyze this, researchers utilized a simple random sampling technique with a sample size of 382 students as a research sampling technique to select participants. The study reveals that product attributes such as price, quality, brand, style, and purchasing intentions such as attitude and subjective norms positively affect consumers when buying Ukay-Ukay clothes. Additionally, the findings show no significant difference between the male and female respondents, which suggests that gender does not significantly affect the product attributes and purchase intention of consumers when buying Ukay-Ukay clothes. Moreover, the study also found a significant relationship between product attributes and purchasing intention in terms of attitude and subjective norms.

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