BRAND LOYALTY TOWARD LOCAL FOOTWEAR BRANDS: THE ROLE OF SELF-IMAGE CONGRUENCE, ETHNOCENTRISM, AND INFLUENCER MARKETING AMONG GEN Z

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Main Authors:	Amelia, Foreman, Maulana, Alek
Format:	Recurso digital
Language:	English
Published:	Zenodo 2025
Subjects:	Marketing Consumer Behavior Peer Influence influencer marketing fashion self image congruence Consumer Ethnocentrism
Online Access:	Acceder al recurso
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_version_	1866902186276945920
author	Amelia, Foreman Maulana, Alek
author_facet	Amelia, Foreman Maulana, Alek
contents	<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>
format	Recurso digital
id	zenodo_https___doi_org_10_5281_zenodo_17357478
institution	Zenodo
language	eng
publishDate	2025
publisher	Zenodo
record_format	zenodo
spellingShingle	BRAND LOYALTY TOWARD LOCAL FOOTWEAR BRANDS: THE ROLE OF SELF-IMAGE CONGRUENCE, ETHNOCENTRISM, AND INFLUENCER MARKETING AMONG GEN Z Amelia, Foreman Maulana, Alek Marketing Consumer Behavior Peer Influence influencer marketing fashion self image congruence Consumer Ethnocentrism <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>
title	BRAND LOYALTY TOWARD LOCAL FOOTWEAR BRANDS: THE ROLE OF SELF-IMAGE CONGRUENCE, ETHNOCENTRISM, AND INFLUENCER MARKETING AMONG GEN Z
topic	Marketing Consumer Behavior Peer Influence influencer marketing fashion self image congruence Consumer Ethnocentrism
url	https://doi.org/10.5281/zenodo.17357478