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Putra, Edy Yulianto
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Journal : Jurnal Manajemen dan Kewirausahaan (JMDK)

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Analysis of Local Fashion Competition Readiness through Consumer Shopping Intention: A Media and Brand Authenticity Approach Putra, Edy Yulianto; Gamelia, Warna; Ariyanto, Hepy Hefri
Jurnal Manajemen dan Kewirausahaan Vol. 12 No. 2 (2024): December (2024)
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v12i2.14083

Abstract

The fashion industry in Indonesia faces competitive challenges as digital technology develops. The emergence of new local fashion brands and consumers' easy access to global brands through digital platforms have created intense competition. To compete effectively, a deep understanding of shopping intentions is crucial for local fashion brands. Therefore, this study was designed to determine the variables influencing local fashion purchase intention, specifically focusing on advertising, entertainment, e-WOM, interaction, and trendiness, while also examining the mediating roles of brand trust and brand engagement on digital media. The analysis was conducted using SmartPLS 3 and SPSS, analyzing data from 350 respondents who are local fashion users in the Riau Islands Province. The results indicate that e-WOM, interaction, trendiness, brand trust, and brand engagement positively and significantly influence the purchase intention of local fashion users. Notably, e-WOM emerged as a strong driver of brand trust, enhancing the likelihood of consumers engaging with and purchasing from local brands. Furthermore, interaction with brands and perceived trendiness played critical roles in shaping consumer perceptions and fostering loyalty. This research is expected to provide valuable insights for local brands, enabling them to refine their marketing strategies in this highly competitive digital era. By leveraging the identified factors, local fashion brands can enhance their appeal, build stronger relationships with consumers, and ultimately improve their market positioning against global competitors. The findings underscore the importance of adapting to digital trends and consumer preferences to thrive in the evolving fashion landscape
Co-Authors Alex Alex Aliandrina, Dessy Alvina, June Angelina, Novi Angie, Angie Antalius, Yosep Deki Aprianti, Khairani Arianto, Hepy Hefri Ariyanto, Hepy Hefri Butarbutar, Hotni Mutiara Chandra, Budi Christiarini, Renny Cuandra, Fendy Dion Dewa Barata Eddison, Thomas Elzagi, Verliana Erilia Kesumahati Eviyani, Estin Rose Fahlevi, Renza Fang, Yockie Febiana, Anjela Rini Febriani, Fatimah Fidia Firdaus, Nydia Salsabila Fitri, Alissya Maidha Gamelia, Warna Henderson, Henderson Hisham, Muhammad Rivaldy Hutagalung, Rince Monica Ibrahim, Mukdad Ivone, Ivone Jacky, Jacky Jessy, Jessy Jolinna, Cindy Yulianto Khesi, Khesi Kurniawaty, Dewi Kusumo, Pradino Lady Lady, Lady Lily Purwianti Macnico, Peter Maharani, Dita Ayu Sri Mahendra, Rizky Adi Marheni, Dewi Khornida Maytanius, Jerry Meliana Meliana Melissa Melissa Melodya, Deslyn Mey, Nabila Arinov Nainggolan, Ferdinand Ng, Dennys Ng, Selina Nicholas, Nicholas Nuraisyah Nuraisyah Nurjanah, Listia Pahlevi, Renza Prabowo, Muhammad Ilham Putro Pratama, Desi Putra, Herman Eka Putri, Inda Meyllya Raisy, Raisy Ratih Anggraini, Ratih Richad, Richad Risvi, Hellena Sama, Hendi Sari Wahyuni, Lily Sudhartio, Setyawan, Agustinus Shevia Sibagariang, Michael Iken Bonar Anju Siti Rohani Suandri, Hardi Susanto, Stefhani Syelen, Syelen Tan, Charles Tan, Elvy Tony Wibowo, Tony Willam Wilson, Jhon Wisnu Yuwono Yeronica, Fernanda