Track: Business Management

Abstract

The fashion industry is growing rapidly in Indonesia. Many of the latest trends that appear in the season, generating the demand for fashion products to increase. The growth of the fashion industry causes local brands must be able to compete with global brands. Therefore, electronic word of mouth has an important role in influence consumers to brand perceptions. Local entrepreneurs leverage social media to increase consumer ethnocentricity so that the assessment of brand equity also raised. This study aims to analyze electronic word of mouth, consumer ethnocentrism and brand equity on local children's fashion brands. Data collection method using online survey in distributing questionnaires. There are 265 respondents who participated in filling out the questionnaire, but only 201 of them were valid. The data obtained has been tested using IBM SPSS 25 software. The variables in this study are electronic word of mouth, consumer ethnocentrism and brand equity. The results showed that each variable had a significant positive effect on local brand equity in children's fashion.

Keywords: Electronic Word of Mouth (e-WOM), Consumer Ethnocentrism, Brand Equity, Fashion Industry