FACTORS INFLUENCING FASHION CONSCIOUSNESS TOWARDS LOCAL BRAND CONSUMPTION AMONG WOMEN IN INDONESIA

• Main Author: Sekar Pinasthika, Anindita
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/40843
• Institution: Institut Teknologi Bandung

The local fashion brand is now growing in Indonesia. This is supported by various aspects, both from the side of local designers who are now increasingly potentials, the improvement of the economy level, until the retail sector that has participated in rapid development. Changes in the enthusiasm of Indonesian consumers in the local brands of fashion categories are interesting to study if associated with fashion consciousness. The main objective of this research is to examine the factors that influencing fashion consciousness towards local brand consumption among women in Indonesia. This research used a quantitative approach through survey. The primary data is obtained from the result finding from spreading the questionnaire to 200 respondents which are local brand target market especially women that aged between 18-25 years old by complete a seven-point likert scale questionnaire. This research process the data collected from the questionnaire using descriptive analysis and Structural Equation Modeling (SEM) analysis by Smart PLS software to define the results of the questionnaire. The result of this research are readers can know there are some factors that influencing fashion consciousness towards local brand consumption among women in Indonesia which are source of fashion knowledge, fashion motivation, dressing style, fashion uniqueness, and fashion consciousness. All of these factors have a positive relationship with each other. Fashion motivation is the factor that most influence fashion consciousness toward local brand consumption among women in Indonesia. The influence of fashion motivation on the fashion consciousness also gives an influence towards the local brand consumption among women in Indonesia.