FACTORS INFLUENCING THE DECISION TO RENT OUTFITS FOR FORMAL OCCASIONS

Abstract

The objective of this study is to examine the factors influencing the decision to rent outfits for formal events. The sample was randomly selected using accidental sampling, with the sample size determined by Taro Yamane’s formula for an unknown population, at a 95% confidence level, resulting in 274 respondents. Data were collected through a structured questionnaire. The data analysis involved both descriptive and inferential statistics, specifically through logistic regression combined with Marginal Effects estimation. The results indicated that gender, average monthly income, the sourcing channel for the outfit, frequency of event attendance, and marketing mix factors—namely product, price, promotion, personnel, process, and physical evidence—significantly influenced the decision to rent outfits for formal events at the 0.10 significance level. These findings offer valuable insights for entrepreneurs and individuals interested in the outfit rental business by identifying opportunities to enhance products and services. Moreover, they provide a foundation for policy development and strategic planning aimed at strengthening competitive advantage.