Digital and Psychological Determinants of Local Fashion Purchasing Behavior

In Indonesia’s rapidly expanding digital marketplace, understanding the key drivers of consumer behavior is critical for the success of local fashion brands. While social media is a dominant force, its direct influence relative to individual psychological traits remains complex. This study aims to empirically model the digital and psychological determinants affecting consumer purchasing behavior toward local clothing products. The research focuses on the interplay between social media content, individual characteristics specifically market mavenism and open-mindedness and the mediating role of brand image. Employing a quantitative, correlational design, data was collected via a survey from 175 consumers in the Greater Jakarta area and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The analysis revealed that market mavenism is a significant direct driver of both brand image (β=0.294) and consumer behavior (β=0.271). Social media content was found to positively impact brand image (β=0.271), but its direct effect on purchasing behavior was not significant. Conversely, open-mindedness significantly influenced consumer behavior (β=0.297) but not brand image. These findings conclude that psychological traits, particularly market mavenism, are powerful determinants of purchasing decisions in this sector. The primary implication is that local brands should develop targeted strategies to engage market mavens as key opinion leaders, utilizing social media primarily for brand building rather than expecting direct sales conversion.