Proceedings of the 6th International Conference on Social and Political Enquiries, ICISPE 2021, 14-15 September 2021, Semarang, Indonesia

Research Article

The Power of Influencers as Comparative Models of Social Models in the Selection of Local Fashion Brands

Download298 downloads
  • @INPROCEEDINGS{10.4108/eai.14-9-2021.2321413,
        author={Sari  Listyorini and Riandhita Eri  Werdani},
        title={The Power of Influencers as Comparative Models of Social Models in the Selection of Local Fashion Brands},
        proceedings={Proceedings of the 6th International Conference on Social and Political Enquiries, ICISPE 2021, 14-15 September 2021, Semarang, Indonesia},
        publisher={EAI},
        proceedings_a={ICISPE},
        year={2022},
        month={9},
        keywords={social model influencers young adult local fashion brands},
        doi={10.4108/eai.14-9-2021.2321413}
    }
    
  • Sari Listyorini
    Riandhita Eri Werdani
    Year: 2022
    The Power of Influencers as Comparative Models of Social Models in the Selection of Local Fashion Brands
    ICISPE
    EAI
    DOI: 10.4108/eai.14-9-2021.2321413
Sari Listyorini1,*, Riandhita Eri Werdani1
  • 1: Universitas Diponegoro
*Contact email: sarieliest@gmail.com

Abstract

The community environment in general will affect individuals in making a decision. This decision includes the decision to love local fashion products which are considered by some, especially young people, to be less prestigious than foreign brands. Several local fashion brands always follow the development of global fashion trends to increase the love of young people for local brands. This research was conducted on young people in several big cities in Central Java as many as 100 samples were selected by purposive sampling method. This study aims to determine the model of social comparison among young people in terms of choosing local fashion brands and to find out the influencers of young people in choosing local fashion brands. This study examines the social comparison model, young people's preference for local brands and the power of influencers. The results showed that young people have a model to compare the opinions of people they believe to make decisions. Young people compare and choose friends over others in choosing local fashion brands.