Strengthening Local Apparel Brand Business with a Digital Marketing Approach
Abstrak
This study aims to examine the impact of Electronic Word of Mouth (E-WOM), Social Media Marketing (SMM), Brand Engagement (BE), and Brand Image (BI) in forming Purchase Intention (PI), by placing Brand Equity (BEQ) as a mediator variable in the Generation Z consumer segment who consume local Indonesian fashion products in the Batam City area. This study adopted a causal-quantitative design in designing its study framework. The data collection process involved 246 respondents, selected through purposive sampling based on specific criteria. The data were then processed and statistically analyzed using the PLS-SEM (Partial Least Squares Structural Equation Modeling) method, implemented in SmartPLS. The results of the analysis revealed that E-WOM, BE, and BI made significant positive contributions to the formation of BEQ, while E-WOM, BE, and BEQ demonstrated a real capacity to encourage the formation of PI. In addition, BEQ was confirmed to play a significant role as a mediator in bridging the relationship between E-WOM, BE, and BI with PI. On the other hand, SMM did not show a significant influence, either directly on BEQ or PI, or indirectly through the BEQ mediation channel. These findings indicate that brand equity plays a crucial role in enhancing the purchase intentions of Generation Z consumers through customer engagement, a positive brand image, and digital recommendations. This study enriches the literature on brand equity and offers implications for the local fashion industry in navigating the "Local Brand Winter" phenomenon, grounded in the Theory of Planned Behavior
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Penulis
Hak Cipta (c) 2026 Fendy Cuandra, Sefryansah, Listia Nurjanah
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