<![CDATA[Wastra fashion is one of Indonesia’s cultural products with significant historical, aesthetic, and cultural identity values. However, amid the development of the modern fashion industry, public interest, particularly among younger generations, in wastra fashion continues to face various challenges. This study aims to analyze the influence of Fashion Innovativeness and Social Influence on purchase intention toward wastra fashion in Indonesia. This research employed a mixed-methods approach using a sequential explanatory design, beginning with quantitative data collection through questionnaires distributed to 200 respondents, followed by in-depth interviews with six informants consisting of academics, fashion practitioners, media representatives, and wastra fashion consumers. Quantitative data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4, while qualitative data were analyzed through thematic analysis. The results indicate that Fashion Innovativeness had a positive and significant effect on Purchase Intention, with a path coefficient of 0.763, while Social Influence also had a positive and significant effect, with a path coefficient of 0.109. The R-square value of 0.707 indicates that both variables explain 70.7% of the variance in purchase intention. Qualitative findings support the quantitative results by demonstrating that shopping experience, interest in fashion trends, style exploration, and positive perceptions of the cultural and aesthetic values of wastra are important factors influencing consumer purchase intention. This study concludes that Fashion Innovativeness is a more dominant factor than Social Influence in shaping purchase intention toward wastra fashion. Therefore, developing products that are innovative, relevant to current trends, and aligned with modern consumer preferences should be prioritized to increase public interest in wastra fashion in Indonesia.]]>
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