Brand Attitude as a Mediator in the Relationship Between Quality and Self-Congruity with Purchase Intention of Local Fashion
Daman Sudarman*
Indonesia has significant market potential with a high level of purchase intention in the fashion industry. Ironically, this high consumer purchase intention for clothing in general is not accompanied by a strong intention to purchase local fashion brands. The low purchase intention toward local fashion is reflected in the purchase intention for local casual wear, the most frequently purchased clothing type by Indonesian consumers which accounts for 90% of total fashion product sales in the country. Therefore, this study aims to examine the influence of perceived quality and self-congruity, which are believed to be key factors affecting purchase intention in the fashion and local brand industry. This research also investigates the mediating role of brand attitude in this relationship, considering that brand attitude is one of the factors influencing purchase intention, according to the Theory of Planned Behavior. The study was conducted by collecting 245 samples of Generation Z, aged 18–28 years, residing in Jakarta, Surabaya, and Bandung, who are familiar with but have never purchased from Erigo, 3Second, and Roughneck brand. The data were analyzed using PLS-SEM. The findings show that self-congruity and brand attitude have a significant direct influence on purchase intention, whereas perceived quality does not have a significant direct effect. The study also confirms that brand attitude plays a significant mediating role in the influence of perceived quality and self-congruity on purchase intention towards local casual clothing brands.
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