Published date: May 03 2024

Journal Title: KnE Social Sciences

Issue title: 8th Sriwijaya Economics, Accounting, and Business Conference (8th SEABC 2023)

Pages: 678–690

DOI: 10.18502/kss.v9i14.16137

Aji Herda PermanaTidar University

Atika Nur HidayahTidar University

Jihad Lukis Panjawajipanjawa@untidar.ac.idTidar University

Rohmah Nur ArzyyantiTidar University

Wahyu Tri PurboyoTidar University

Factory outlets are known for providing affordable designer clothing and clothing of a higher caliber. Quick corporate growth and fierce rivalry among competitors impact a company’s capacity to remain viable. This study investigated the roles that product quality, pricing, and marketing play in maintaining the viability of the factory outlet industry. According to the study’s findings, dimensions such as product quality, pricing, and promotions all impact a factory outlet’s ability to remain viable in the long run. To enhance sales of factory outlet items, product quality, pricing, and sales promotion are the key determinants in capturing the hearts of customers. Every business must rapidly decide on its price to advertise a good product or service. Additionally, it encourages factory outlets in Yogyakarta to enhance their capacities and plans to ensure their long-term viability.

Keywords: factory outlet, marketing strategy, viability, Yogyakarta

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