THE IMPACT OF BRAND IMAGE, PRICE, AND CELEBRITY ENDORSEMENT TOWARD PURCHASE DECISION ON INDONESIAN CLOTHING BRAND PRODUCT FOR GEN Z

Abstract

The phenomenon of the rise of imported clothing brands in Indonesia has created competition for local brands, thus encouraging the need for an understanding of the factors that influence the preferences of young consumers as the dominant population. This study aims to analyze the influence of Brand Image, Price, and Celebrity Endorsement on Purchase Decision of Local Clothing Brands among Generation Z in Indonesia. This study uses a quantitative method by distributing questionnaires to collect data. The number of respondents who can be used in this study is 172 people who are Generation Z in Indonesia and the data will be analyzed with the help of SPSS version 25. The results of this study indicate that Brand Image, Price, and Celebrity Endorsement have a positive and significant influence on purchasing decisions. The results of this study are expected to provide insight for local brands in developing effective marketing strategies in order to compete with imported products and increase their appeal to the younger generation, especially Generation Z.