THE INFLUENCES OF LOCAL FASHION PRODUCT COMPETITIVENESS ON THE PURCHASE INTENTION OF IMPORTED PRODUCT AMONG GENERATION Z

Abstract

The development of the creative industry, especially in fashion, is crucial for local businesses to compete against the widespread availability of imported products. This research aims to identify and analyze the influence of local fashion product competitiveness on the purchase intention of imported products. The researcher selected Generation Z as the sample, considering them a consumer group capable of adapting to rapidly changing technological advancements. Data was collected by distributing online questionnaires to 44 Generation Z respondents in Bandung, using a single-variable linear relationship parametric test method or simple linear regression. The independent variable (X) represents the competitiveness of local products, while the dependent variable (Y) is the purchase intention towards imported products. The analysis results indicate a positive relationship between variable X and variable Y. The data generated from the parametric test of the dependent variable is Y = 14.449 + 0.519X, with the independent variable X (competitiveness) influencing the dependent variable Y (purchase intention) by a coefficient of determination (R2) of 12.8%, with the remaining percentage attributed to other factors. The t-test shows that competitiveness partially has a significant effect on purchase intention (t-count = 2.481 > t-table = 1.680). Based on these results, it can be concluded that an increase in the competitiveness of local fashion products contributes to a decrease in the purchase intention of imported products among Generation Z..