Ira Valentina Silalahi, Ratih Hurriyati, Agus Rahayu, Vanessa Gaffar, Lili Adi Wibowo, Puspo Dewi Dirgantari, Lia Warlin
This study aims to overview how local fashion products in developing countries can increase consumer purchase intentions for their products digitally. Apply a quantitative approach with online data collected from 100 respondents through a questionnaire that was distributed to those who had been selected. The analysis results show that social media marketing and brand management affect consumer buying interest in collaboration edition local fashion products is 0.551 or 55.10%. The remaining 44.90% (100%-55.10%) is influenced by other variables not examined in this study. This research. The results partially show that social media marketing positively and significantly affects consumer buying interest. Likewise, brand image positively and substantially affects consumer buying interest. Simultaneously, social media marketing and brand image positively and significantly affect consumer buying interest in collaboration edition local fashion products. © 2022, Institute of Eastern Europe and Central Asia. All rights reserved.
Department of Management, Universitas Pendidikan Indonesia, Bandung, Indonesia; Department of Urban Planning, Universitas Komputer Indonesia, Bandung, Indonesia
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