THE IMPACT OF BODY POSITIVITY IN FASHION ADVERTISING ON CUSTOMERS PERCEPTIONS AND PURCHASE INTENTIONS

• Main Author: Husnuts Tsawaab, Amallia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76351
• Institution: Institut Teknologi Bandung

The fashion industry is regarded as one of the most prominent in the world and considerably impacts the global economy. The use of attractive, thin, and tall models by fashion advertisers, who advocate the ideal body image in culture, can lead to the creation of fabricated beauty and physique standards, despite the fact that advertising has many good benefits. The aim of this study is to ascertain the extent to which body diversity in advertising impacts consumers' attitudes towards advertisements and their desire to purchase clothing. It also aims to identify the types of models to use in fashion goods commercials to enhance consumer perceptions of advertisements and purchase intent, as well as to investigate the effects of size inclusivity as the moderating variable of diversity in advertising and attitude towards the advertisements. This study employed both qualitative and quantitative approaches. The researcher concluded that Body Positivity in Fashion Advertising had no significant impact on Consumer Perception and Purchase Intention in this study. In addition, this study only examined a tiny portion of Indonesia's female population; therefore, more investigation is required to determine how the results of this study apply to Indonesian women of various ages.