THE INFLUENCE OF ELEMENTS IN BRAND STORY TOWARDS CUSTOMER PURCHASE INTENTION THROUGH NARRATIVE ENGAGEMENT IN INDONESIA

• Main Author: Roria Afradyta, Sastia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/40993
• Institution: Institut Teknologi Bandung

Fashion industry has a global estimation of around US$2.4 trillion, which makes it one of the world's largest economies and attracts many entrepreneurs to enter this industry. In Indonesia, there are more than one million fashion businesses and the number keeps increasing that makes this industry highly competitive. In order for a business to survive, one needs to find a way to make their business stand out and a strong brand story can help business to trigger customer’s feeling that there is bigger mission beyond a product. In this paper, the researcher will present an adapted conceptual framework regarding the influence of four elements of brand story towards narrative engagement, brand attitude and purchase intention, specifically in Indonesian fashion brand that use traditional fabric in the products. The purpose is to determine which element from brand story that have the best positive influence to customer purchase intention and the result can be used as a reference for other fashion entrepreneur to build a strong brand story for their business