THE INFLUENCE OF BRAND IMAGE AND ONLINE PROMOTION ON MILLENNIAL CONSUMERS’ PURCHASE DECISIONS OF LOCAL FASHION PRODUCTS

Abstract

This study aims to analyze the influence of brand image and online promotion on the purchasing decisions of millennial consumers toward local fashion products. The rising interest of the younger generation in local products is inseparable from the role of strong visual branding and creative, aggressive digital promotion strategies across various social media platforms. Using a quantitative approach, data were collected through questionnaires distributed to 150 respondents aged 18–30 who had previously purchased local fashion products online. The results indicate that brand image has a significant and positive impact on purchasing decisions, highlighting the importance of consumer perception of brand image in shaping trust and loyalty. Similarly, online promotion significantly affects purchasing decisions, especially interactive and personalized promotions such as influencer endorsements, exclusive discounts, and engaging visual content. These findings affirm that the combination of a strong brand image and effective online promotion increases millennials' buying interest in local fashion products. The implications of this research offer strategic recommendations for local fashion industry players to enhance brand competitiveness by strengthening visual identity and optimizing digital promotions tailored to millennial preferences.