Abstract:
This study to find out the impact of Global Advertising on the competitiveness of
the fashion industry, particularly through strategic resource allocation and Social
Media engagement of Generation Z. Erigo, a prominent Indonesian fashion brand,
stands out due to innovative designs by young local designers, resulting in a strong
preference among Indonesian consumers over international brands. The research
aims to identify effective strategies to enhance Erigo’s sales and consumer
purchases by leveraging targeted marketing. It also examines the role of Brand
Ambassador Arief Muhammad in improving Brand Image and influencing
Purchasing Decisions. Data from 240 respondents, gathered using the Likert Scale
method, was analysed with SmartPLS 3.0. The findings emphasize the importance
of targeted marketing and celebrity endorsements in shaping consumer behaviour.
Arief Muhammad’s influence significantly increase brand confidence among
Generation Z. This study highlights the critical role of tailored marketing strategies
and strategic endorsements in driving consumer engagement and enhancing brand
competitiveness within the fashion industry. The research provides valuable
insights into optimizing brand positioning and effectiveness in the fashion market,
particularly for local brands such as Erigo that aim to compete successfully against
international brands through innovation and strategic marketing efforts.
