THE EFFECT OF INTEGRATED MARKETING COMMUNICATION ON PURCHASE INTENTION OF FAST FASHION IN INDONESIA

Restrictions in various countries during the pandemic have an impact on retail business performance. According to the November 2021 financial report, this led to a decrease in profits in fast fashion by 88.2 percent. The purpose of this study is to measure the most influential indicators in purchase intention in the fast fashion business and provide appropriate suggestions for implementation. Therefore, the author analyzes the marketing strategy that is in great demand by the public in the Indonesian fast fashion business. Obstacles during the study the number of population taken was only 307 who represented the people of Indonesia, through the distribution of questionnaires. The sample used is in the form of convenience sampling which is based on predetermined conditions.