Gorde:
| Egile Nagusiak: | , |
|---|---|
| Formatua: | Recurso digital |
| Hizkuntza: | ingelesa |
| Argitaratua: |
Zenodo
2025
|
| Gaiak: | |
| Sarrera elektronikoa: | https://doi.org/10.5281/zenodo.17357478 |
| Etiketak: |
Etiketa erantsi
Etiketarik gabe, Izan zaitez lehena erregistro honi etiketa jartzen!
|
Aurkibidea:
- <p>Indonesia’s local footwear industry is currently facing a critical threat due to the surge of illegal imports, which undermines the competitiveness of domestic brands. This issue poses a serious challenge to brand loyalty, especially in the middle to lower consumer segments, where price sensitivity often outweighs long-term emotional attachment to brands. This study investigates the influence of self-image congruence, consumer ethnocentrism, and influencer marketing on customer satisfaction and brand loyalty toward local footwear brands among Generation Z in Jabodetabek. Using a quantitative method and Partial Least Squares Structural Equation Modeling (PLS-SEM), data were collected from 205 Gen Z respondents who had purchased local footwear brands. The analysis revealed that none of the proposed hypotheses were statistically supported, either directly or indirectly. These findings suggest a shift in Gen Z consumer behavior in Indonesia, emphasizing pragmatic values such as price sensitivity and trend adaptation over identity-driven or nationalistic motives. The study highlights the need for localized marketing strategies that reflect the economic realities and preferences of Gen Z in emerging markets.</p>