Customer Awareness of Sweatshops Activity in the Clothing Industry and Its Impact on Customer Purchase Intention: The Mediator Role of Customer Forgiveness and Its Comparison Between Cultures.

Rayga Anorapta Yurian, Dr. J. Shin

2023 | Skripsi | MANAJEMEN

This study aims to investigate the effect of customer awareness of sweatshops on customer purchasing intention and determine the potential mediation of customer forgiveness. This research is conducted using the quantitative method by distributing questionnaires following previous research items from various researchers and distributing them to participants in Indonesia and the Netherlands. This research's findings suggest a significant negative relationship between customer awareness of sweatshops and customer purchase intention. There is also a significant negative relationship between awareness of sweatshops and customer forgiveness as well as a significant positive relationship between customer forgiveness and customer purchase intention. Furthermore, there is a full mediation of customer forgiveness towards the relationship between customer awareness of sweatshops and purchase intention.

This study aims to investigate the effect of customer awareness of sweatshops on customer purchasing intention and determine the potential mediation of customer forgiveness. This research is conducted using the quantitative method by distributing questionnaires following previous research items from various researchers and distributing them to participants in Indonesia and the Netherlands. This research's findings suggest a significant negative relationship between customer awareness of sweatshops and customer purchase intention. There is also a significant negative relationship between awareness of sweatshops and customer forgiveness as well as a significant positive relationship between customer forgiveness and customer purchase intention. Furthermore, there is a full mediation of customer forgiveness towards the relationship between customer awareness of sweatshops and purchase intention.

Kata Kunci : Customer Awareness, Sweatshops, Purchase Intention, Customer Forgiveness