Brand Image And Celebrity Endorsement In Local Fashion A Comparative Study Of Gen Y And Gen Z Purchase Intentions

This study delves into consumer behaviour, specifically examining how Brand Image influences the Purchase Intention of local fashion products. It does so by introducing Celebrity Endorsement as an intervening variable through the lens of two distinct generational groups: Gen Y and Gen Z. The study boasts a substantial sample size, comprising 243 respondents, thoughtfully selected through purposive sampling. Data collection involved the administration of Likert-scale questionnaires, a widely used measurement method. The acquired data underwent rigorous analysis, employing path analysis techniques to unveil the direct influence of Brand Image on Purchase Intention, mediated by Celebrity Endorsement, within the context of Gen Y and Gen Z. Moreover, the study conducted Multi-Group Analysis (MGA) aided by the SmartPLS software. This analytical approach aimed to explore potential disparities in the impact of the variables under scrutiny between the two generational groups: Gen Y and Gen Z. The results uncovered a significant relationship between Brand Image and Purchase Intention when mediated by Celebrity Endorsement for Gen Y. However, intriguingly, this relationship did not achieve statistical significance for Gen Z, pointing to potential variations in the factors influencing Purchase Intention between these two generations.