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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Journal The Winners MUDRA Jurnal Seni Budaya
Grasheli Kusuma Andhini
Fashion, Binus Northumbria School of Design, Universitas Bina Nusantara
Religion Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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The Importance of Brand Stories towards Brand Perception and Purchase Intention in Gen Z Indonesians Grasheli Kusuma Andhini; Fauzia Qurani Andanawarih
The Winners Vol. 23 No. 2 (2022): The Winners
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v23i2.7481

Abstract

The research explored the importance of brand story towards Indonesia’s Gen Z and how it affected buying decisions and perception towards the brand. It explored if creating a brand story is a central element in creating and differentiating Indonesian fashion brands that becomes a beneficial tool for both business owner and its customer. The research was conducted through an exploratory descriptive approach by using survey on Indonesian collectivist society—those who behave communally based on in-group norms including the 84 Gen Z—as well as archival research on two similar fashion brands, and interviews on one customer and one brand owner. The research findings point out that brand stories take a positive effect on a customer’s perception towards a brand and their purchase decision. While brand stories do have an influence in shaping the image of a brand as well as becoming a factor in a customer’s purchase decision process, other brand attributes such as packaging, social media content, and logos also plays an important role in a shaping brand image, as well as the customer’s final purchase decision. Furthermore, the opinions of a key opinion leader about a brand or product greatly matters in this society and that people are more willing to purchase a product if it has already been positively reviewed by a key opinion leader.
Women’s Ready-to-Wear Collection with the Influence of Cottagecore Grasheli Kusuma Andhini; Katharina Rossa Dewayanti
Mudra Jurnal Seni Budaya Vol 38 No 1 (2023)
Publisher : Institut Seni Indonesia Denpasar

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Abstract

This study aims to understand the cottagecore aesthetic and its relationship to fashion, especially the extent to which it could act as a form of self-expression and coping mechanism. This research used an exploratory descriptive research approach with the application of interview, observational research and pattern exploration. Samples were chosen non-random and purposively aiming on the representative values and perspectives. Taking inspiration from Netflix’s series ‘Anne with an E’, which has comparable aesthetics to the cottagecore movement, this study took a modern approach on the cottagecore aesthetic to produce more wearable and versatile ready-to-wear pieces while retaining the principal elements and traditional techniques. It is found that the cottagecore aesthetic may appear to have arisen as a trend during the pandemic. However, as people are now seeking to be more sustainable, the cottagecore concept, which promotes slow living in connection with nature and appreciating craftsmanship, can continue to be prioritized in the future. Overall, this study offers pieces that boost people’s moods and transport them to a bucolic pastoral fantasy while aiming on better suit the current local market preferences.
Co-Authors Fauzia Qurani Andanawarih Katharina Rossa Dewayanti