The Influences of Perceived Value on Purchase Intention towards Sportswear among Youth in Perlis, Malaysia

Abstract

In emerging economies, particularly in Malaysia, the sales growth of sportswear is promising, making it a lucrative sector in the fashion industry. Notably, the Ministry of Youth and Sports in Malaysia has taken initiatives to encourage youth to embrace sports as a lifestyle, further contributing to the popularity of sportswear among this demographic. However, there is a lack of research on how perceived values influence the purchase intention of sportswear among youth. Therefore, this study aims to examine the impact of perceived values on purchase intention of sportswear among youth in Perlis, Malaysia. A survey was conducted among 254 local secondary school students in Perlis. The collected data underwent Descriptive Analysis, Reliability Analysis, Factor Analysis, and Regression Analysis for comprehensive analysis. The results revealed that both social value and emotional value significantly influence the purchase intention of sportswear. Notably, emotional value has a stronger influence compared to social value. Conversely, price value and quality value were found to have no significant influence on the purchase intention of sportswear among youth in Perlis. In conclusion, these findings provide valuable insights for sportswear fashion marketers to develop marketing campaigns that emphasize social value and emotional value. By doing so, they can effectively increase the purchase intention of youth consumers towards sportswear in Malaysia. This research highlights the factors that drive consumer behavior in the sportswear market and guides marketers in creating strategies that resonate with their target audience.