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"Industri fesyen adalah salah satu kontributor utama pada sektor ekonomi kreatif di Indonesia. Produk domestik bruto (PDB) industri tekstil dan pakaian jadi mencapai Rp35,17 triliun pada kuartal II tahun 2022. Tren fesyen di Indonesia pada mulanya banyak mengadaptasi gaya busana masyarakat luar negeri. Namun tren ini mulai bergeser dengan munculnya banyak merek lokal yang mulai dikenal oleh masyarakat. Co-branding merupakan strategi pemasaran yang populer digunakan oleh para pemasar untuk mengenalkan produknya. Terdapat banyak merek fesyen lokal di Indonesia yang berkolaborasi dengan influencers media sosial untuk menjangkau lebih banyak konsumen. Penelitian ini dilakukan untuk mengetahui faktor co-branding apa saja yang dapat memengaruhi pembelian konsumen terhadap produk kolaborasi merek fesyen lokal dengan social media influencers (SMI). Model penelitian dibangun menggunakan teori reasoned action dan teori co-branding untuk memahami faktor-faktor yang mempengaruhi niat beli. Penelitian dilakukan secara kuantitatif dengan menyebarkan kuesioner secara online. Analisis sebanyak 206 data responden dilakukan dengan metode Partial Least Square (PLS-SEM). Hasil penelitian menunjukkan bahwa faktor SMI expertise mempengaruhi perceived fit yang lebih lanjut memengaruhi attitude towards co-brand dan purchase intention. Sedangkan faktor brand coolness, self-brand connection with influencers dan product involvement tidak ditemukan mempengaruhi perceived fit.

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The fashion industry is one of the main top contributors to the creative economy sector in Indonesia. The gross domestic product (GDP) of the textile and apparel industry reached IDR 35.17 trillion in the second quarter of 2022. At the beginning of its development, Indonesian fashion trends still adapted many foreign fashion styles. However, this trend began to shift with the emergence of many local brands that began to be recognized by the public. Co-branding is a popular marketing strategy used by marketers to introduce their products. There are many local fashion brands in Indonesia that collaborate with social media influencers to reach more consumers. This research was conducted to find out what co-branding factors can influence consumer purchases of local fashion brand collaboration products with social media influencers (SMI). The research model was built using reasoned action theory and co-branding theory to understand the factors that influence purchase intention. The research was conducted quantitatively by distributing questionnaires online. Analysis of 206 respondent data was carried out using the Partial Least Square (PLS-SEM) method. The results showed that the SMI expertise factor affects perceived fit which further affects attitude towards co-brand and purchase intention. While the factors of brand coolness, self-brand connection with influencers and product involvement were not found to affect perceived fit."

"Dalam beberapa dekade terakhir, penelitian mengenai brand telah memperoleh perhatian banyak pihak. Hal-hal yang berkaitan dengan brand, seperti brand love dan brand engagement merupakan salah satu hal yang menarik untuk dipelajari lebih lanjut. Penelitian ini dilakukan untuk menganalisis pengaruh dari brand love, brand image dan brand personality terhadap brand engagement dengan ethnocentrism sebagai faktor moderasi dengan menggunakan studi kasus brand fashion lokal di Indonesia. Responden dalam penelitian ini adalah orang-orang yang pernah membeli brand fashion lokal spesifik pada pakaian atau clothing. Metode pengolahan data yang digunakan adalah Structural Equation Model SEM. Hasil penelitian ini menunjukkan bahwa excitement tidak memiliki pengaruh positif terhadap brand love, dan brand image tidak memiliki pengaruh positif terhadap WOM. Namun, dengan adanya moderasi ethnocentrism maka pengaruh excitement terhadap brand love dan brand image semakin besar. Brand love memiliki pengaruh positif terhadap WOM yang akhirnya menciptakan brand advocacy.

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In the last few decades, research on the brand has gained the attention of many parties. Matters related to the brand, such as brand love and brand engagement is one of the interesting things to be studied further. This study was conducted to analyze the effect of brand love, brand image and brand personality on brand engagement with ethnocentrism as a moderating factor by using case studies of local fashion brand in Indonesia. Respondents in this study were people who has ever buy a specific brand of local fashion on clothing. Data processing method used is Structural Equation Model SEM. The results of this study indicate that the excitement does not have a positive influence on brand love and brand image does not have a positive effect on WOM. However, the presence of ethnocentrism moderating the influence of excitement to the brand love and brand image even greater. Brand love to have a positive effect on WOM finally creating brand advocacy."