THE INFLUENCE OF BRAND AMBASSADOR ARIEF MUHAMMAD ON GEN Z THROUGH SOCIAL MEDIA WHICH HAS AN IMPACT ON BRAND IMAGE AND ON PURCHASING DECISIONS STUDY CASE: ERIGO (JABODETABEK AREA)

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.