DO YOU SEE WHAT I SEE; ROLE MODEL AS A TASK TO STRENGTHEN BRAND LOVE FOR LOCAL FASHION BRAND IN ADOLESCENTS

Abstract

Competition for fashion products within the world is getting sharper alongside changes in society. Foreign fashion products are increasingly favored by local people, but it doesn't always happen that folks will love foreign products. Teenagers in Indonesia have high enough preference for the planet of fashion, so those fashion products both local and foreign are consumed by the teenage generation. This study aims to work out how consumption experience affects brand love, moderated by a task model within the consumption of local fashion brand products. This research is aimed toward adolescents aged 17 to 25 years as many as 100 respondents. Data were analyzed using WarpPLS. This research shows that the model becomes a variable that strengthens the connection between consumption experience and brand love. Role models are often said to be influencers in their role to influence individuals to like local fashion products. The results of this study are often a recommendation for local fashion entrepreneurs to always create product strategies which will win the competition with foreign fashion products.