Jakarta’s Generation Z and Local Fashion Industry: Unveiling the Impact of Brand Image, Perceived Quality, and Country of Origin
Pantri Heriyati,
Aryo Bismo,
Monica Erwinta
Abstract:The local fashion industry in Indonesia faces tough competition with imported brands, driven by shifting consumer preferences, particularly during the pandemic. The research examined the impact of country of origin on purchase intention in the casual fashion industry, with brand image and perceived quality as intervening factors. It involved 412 Indonesian Gen Z in Jakarta as respondents with prior experience in the local casual fashion market. Data were collected through online questionnaires, and the SEM-PLS… Show more
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