Volume 4 Issue 15 (September 2021) PP.

23-41
DOI: 10.35631/IJEMP.415002

INTERNATIONAL JOURNAL OF
ENTREPRENEURSHIP AND
MANAGEMENT PRACTICES
(IJEMP)
www.ijemp.com

INFLUENCE OF INTEGRATED MARKETING

COMMUNICATION TO BRAND AWARENESS AND BRAND
IMAGE TOWARD PURCHASE INTENTION OF LOCAL
FASHION PRODUCT
Nahda Ihzaturrahma1 , Nurrani Kusumawati2
1
School of Business and Management, Institut Technology Bandung, Indonesia
Email: [email protected]
2
School of Business and Management, Institut Technology Bandung, Indonesia
Email: [email protected]

Article Info: Abstract:

Article history: Many young Indonesian entrepreneurs have opened clothing brands to
Received date: 01.08.2021 introduce local fashion products that are not inferior to other well-known
Revised date: 15.08.2021 brands. Business owners are still confused about how they can increase brand
Accepted date: 30.08.2021 awareness and brand image through effective information dissemination
Published date: 01.09.2021 methods. This really affects several things in the business they have, such as
sales, followers on social media, consumers, etc. Therefore, this research aims
To cite this document:
to identify Integrated marketing communications methods can affect brand
Ihzaturrahma, N., & Kusumawati, N. awareness and brand image toward the purchase intention of local fashion
(2021). Influence Of Integrated products by using smart PLS analysis. This time, the object of the questionnaire
Marketing Communication To Brand this time is using a local brand from Dama Kara. Six hypotheses are proposed
Awareness And Brand Image Toward based on the needs you want to analyse and a quantitative approach was
Purchase Intention Of Local Fashion adopted with 215 respondents. This study confirmed that one of the most
Product. International Journal of influential factors on purchase intention towards local fashion products is sales
Entrepreneurship and Management promotion, in which people will purchase local fashion products if they get
Practices, 4 (15), 23-41. many promotions that are offered from the local fashion brand they want to
buy. According to the data processing results, there are two aspects that
DOI: 10.35631/IJEMP.415002. influence brand image and brand awareness: advertising and sales promotion.
Thus, this finding highlights the need to analyse many local fashion brands in
This work is licensed under CC BY 4.0
Indonesia more deeply and more specifically so that they can find out the
problems that occur in each local fashion brand in Indonesia and get
perspectives from various consumers from various local fashion brands. These
findings from this research will be used as a recommendation for the Look at
Me brand to develop a sustainable marketing strategy for the more specific
Indonesian target market with methods from integrated marketing
communication.

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Keywords:

Local Fashion Product, Purchase Intention, SEM PLS, Brand Awareness,

Brand Image, Integrated Marketing Communication

Introduction
The global apparel market is projected to grow in value from 1.5 trillion U.S. dollars in 2020
to about 2.25 trillion dollars by 2025 (Shahbandeh, 2021). Revenue in the Fashion segment is
expected to reach US $ 759,466 million in 2021. The East and Southeast Asia region with a
growing middle class and an underdeveloped offline shopping infrastructure will drive this
growth. One of the leading trends in Asia is the direct integration of shopping functionality into
content viewing on social media, enabling high-speed customer conversions.

In the first 3 months of this year, Indonesia apparel industry production grew by 29.19% on an
annual basis. On a q-t-q basis, this sector grew by 8.79%, the second highest after the furniture
industry (Kemenperin: Industri Pakaian Jadi Catatkan Pertumbuhan Paling Tinggi,
2021).Young people in Indonesia are generally more comfortable with simple clothes and seem
relaxed, especially for carrying out daily activities such as going to campus or playing with
friends (Setiawan and Sesilia, 2021).

Local fashion brands are gaining popularity among people of all ages and social backgrounds.
The purpose of the fashion brand is to increase public awareness about social issues that occur
in the surrounding environment. According to a survey, 63% of customers want their favorite
brand to raise social issues. It may also help brands create an image for themselves (News and
News, 2021)

Many people are not aware of the social issues that occur in the surrounding environment due
to the lack of literacy or education regarding these social issues. Many types of negative
conditions and behaviors are considered negative enough to get social problem status. Some
become social problems only when citizens, policymakers or others pay attention to the
condition or behavior. a lot of people do not accept this consideration and thus do not become
a social problem. Therefore, Industrial fashion is one of the industries to meet the needs of
many people. There are social issues and fashion into unity, fashion becomes a bridge to
educate the community about social issues that occur around them through patterns that are
made into look at me fashion products. not only being aware, but they can spread positive vibes
to the public.

Integrated Marketing Communication (IMC) is the method of coordinating all consumer

relations practices across all applicable audience points. IMC emerges as a valuable method
for marketers who want to create and execute marketing messages in a more coherent and
efficient manner (Ciletti, 2013; Nadube, 2018. The goal of integrated marketing
communication is to inspire and improve consumers' attitudes so that they are interested in the
benefits of the product or service brand.

Therefore, with this research regarding integrated marketing communication and purchase
intention of product fashion, especially those that have value in the product. It is necessary to
understand the influence of marketing communication that can significantly affect the purchase
intention of fashion products.
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Literature Review

Local Fashion Clothing

Local fashion clothing brands refer to fashion clothing brand local to a specific country, locally
designed and produced. Currently in Indonesia, local fashion clothing is a business that is being
sought because the Indonesian people think that local products tend to be cheaper, easier to
obtain, and more in line with the conditions of the Indonesians (Setiawan, 2014).

Dama Kara
Dama Kara is a local fashion brand that focuses on patterns for helping friends with disabilities
to develop their potential through painting, where the results of paintings from friends with
disabilities will be processed into fashion products. The products offered by Dama Kara include
one set, cardigan, lanyard, t-shirt, etc. For this analysis the Author uses Dama Kara Brand,
because it can be seen from they have similar value like Look at Me, the number of followers
on social media and consumers owned by Dama Kara more from Look at Me. This makes it
very easy for the author to analyse the brand awareness and brand image of the Dama Kara
brand through the integrated marketing communication method that has been used by the Dama
Kara itself to see their consumer's purchase intention.

Brand Awareness
Brand awareness refers to a consumer's ability to recognise and recall a brand in a variety of
situations (Aaker, 1996). Brand recall and recognition are two aspects of brand awareness.
When people can connect a product category, brand recall refers to their ability to recall a
specific brand name, whereas brand recognition refers to their ability to recognize a certain
brand.

Brand Image
Brand Image one of the first concepts developed to understand the impact of consumers'
expectations, behaviors, mindsets, and attitudes on their perception of a brand (Meenaghan,
1995; Low and Lamb, 2000). As a result, the brand image has been described in a variety of
ways.

Integrated Marketing Communication

IMC is described as organized communication that employs a variety of marketing promotion
resources to achieve a marketing campaign's goals (Ruswanti, Gantino and Sihombing, 2019).

Advertising
Since Internet access is widespread, social media advertising is a form of digital and web
network advertisement that has become a successful way of marketing communication. This is
the newest and most popular form of social media marketing. From connections to websites to
banner advertisements on websites to tiny ads on websites to pay-per-click ads, the Internet
now has it all.

Sales Promotion
One of the most popular and successful marketing messages that is broadcast on social media
platforms is sales promotion (Straker et al., 2015a, 2015b). Promotions lower the daily selling
price for a limited time in order to elicit immediate favorable feedback from customers
(Kumar/Leone 1988; Van Heerde et al. 2004).
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Electronic Word of Mouth (E-WoM)
The expression "electronic word of mouth" (eWOM) has been coined to describe a modern
concept that has arisen in the last ten years and is relatively new in the scientific field ( Chan
& Ngai, 2011).

Purchase Intention
Purchase intention is described as the transaction behavior shown by customers after evaluating
the goods and services they want to purchase, this factor is measured by consumers' willingness
to buy and return to buy more (Tariq et al., 2017; Khoa, Nguyen and Nguyen, 2020).

Conceptual Framework
The following is the research framework and hypothesis for this research.

Methodology

Research Design
The aim of this study is to identify the Integrated marketing communications tools method to
affect consumers' purchasing intentions for local fashion products and to find out the strongest
tools method of Integrated marketing communication that can influence the purchase intention
of fashion products among Indonesian consumers. The author chose to take a quantitative
approach, as shown in Diagram 4.1. The author's first move in this research is to classify the
problem or problems that the author can find, which turns out to be the influence of integrated
marketing communication to deliver value toward purchase intention of local fashion products.
In addition, the author conducts preliminary research to determine the factors that influence
purchasing intention for local fashion products using a Google form. After conducting the
preliminary research, the author also found the importance of how to communicate the value
the local fashion products to their customers with strategy integrated marketing
communication. The author then conducts a literature review to supplement the data and
identify variables relevant to the research's goal. Then, the author gathers all of the knowledge
and information and creates the hypothesis development and conceptual framework. After that,
the questionnaire is created by the author, who also conducts the pilot test. The questionnaire
will be circulated more widely via an online form after the pilot test has confirmed its validity
and reliability. The author uses the local fashion brand of Dama Kara for analysis, because the
Dama Kara brand is more widely known by people, it can be seen from consumers who buy a
lot of their products and Instagram followers who reach 50 thousand followers, so it makes it
easier for the author to analyze. Following the collection of data from survey study, the author

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will use survey research to analyze the data. The findings of this study will be used to establish
long-term marketing strategies for the Indonesian market in particular.

Research Approach
This study took a quantitative approach, as previously discussed. The quantitative method
seeks to assess scientific theories by examining the relationship between variables (Creswell,
2012). The author chose to conduct survey research in this report, which will examine
quantitative data from a sample of the population.

Data Collection Method

Questionnaires will be used to gather the majority of the data for this report. Bahasa was used
for both interviews and questionnaires, as well as online channels such as Google Form. The
author gathered secondary data from a variety of online sources, including journals, articles, e-
books, web pages, and other sources relevant to the research.

Population and Sample

Male and female participants in this study range in age from 18 to 55 years old and are from
Indonesia. Based on previous studies by Arina Ilmalhaq (2020), the age range of respondents
who are in productive age (15-55 years old) was chosen. Furthermore, since this study is
classified as marketing research, the author chose to use a previous study by Malhotra (2010),
in which the minimum sample size for respondents was determined to be 200, with the typical
range of 300-500 participants as the sample size in marketing research.

Sampling Technique (Non Probability Sampling)

This study for a sample method used judgment sampling. The author decided to use this
judgement sampling because the respondents have been determined by the author, there are
followers/consumers of the Dama kara brand and have an age of 18-55 years, so if they don’t
meet the criteria above, the respondent cannot fill out the questionnaire

Questionnaire Design
The author's scale in this analysis was a five-point likert scale. The author used a 5-point likert
scale based on previous studies by James T. Croasmun and Lee Ostrom (2011), which found
that using a 5-point likert scale increases reliability. Furthermore, using a 5-point likert scale
makes it easier for the author to read the whole range of measurement responses (Dawes, J. G,
2008).

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Data Analysis

Socio-Demographic Respondents Profile

Figure 5.1 Age

According to figure 5.1, it can be seen that 69,3% of the respondents are 18-25 years old which
consist of 149 Respondents, while 22,8% of total respondents are 26-33 years old which consist
of 49 Respondents and followed by 5,6% of the respondents are 34-41 years old, 1,9% of the
respondents are 42-48 years old and the last is 0,5% of the respondents are 49-55 years old.

Figure 5.2 Gender

According to figure 5.2, it can be seen that 79% of the respondents are Female which consist
of 170 Respondents, while 21% of the respondents are Male which consist of 45 Respondents.

Figure 5.3 Domicile

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According to figure 5.3 the respondents came from more than 26 various cities in Indonesia.
The majority of the respondents were from Tangerang, which is the location of the most
consumers of the Dama kara brand. Besides Tangeran, there are other cities that are the target
market which is in urban areas such as Bandung, Jakarta, Bekasi, Depok and Lampung.

Figure 5.4 Occupation

Figure 5.4 shows that the majority of the respondents are college students, with 125
respondents, followed by employees with 43 respondents, and housewives with 22
respondents. These findings corroborated a prior study by Ajzen (2005), who found that
educational background variables may have a significant correlation to understanding product
goals.

The Result Of Measurement Model Assessment

Indicator Reliability Test

Smart PLS was used to assess the indicator reliability in this study. The indicator reliability test
was performed to check that the construct was stable in relation to how much the objectives
wanted to estimate (Urbach and Ahleman, 2010). The outer loading value with the lowest
possible score of 0.7 shows the outcome, although 0.4 or higher is still suitable for exploratory
study (Hulland, 1999).

Construct Item Outer Loading Composite Indicator

Reliability

Advertising 0.727 0.864 Reliable

AD1

0.766 Reliable
AD2

0.818 Reliable
AD3

0.820 Reliable
AD4

E-WoM EW1 0.781 0.846 Reliable

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EW2 0.746 Reliable

EW3 0.882 Reliable

Sales Promotion SP1 0.746 0.894 Reliable

SP2 0.764 Reliable

SP3 0.795 Reliable

SP4 0.714 Reliable

SP5 0.787 Reliable

SP6 0.781 Reliable

BA1 0.824 0.918 Reliable

Brand Awareness
BA2 0.895 Reliable

BA3 0.918 Reliable

BA4 0.792 Reliable

Brand Image BI1 0.836 Reliable

BI2 0.832 Reliable

0.874
BI3 0.722 Reliable

BI4 0.793 Reliable

Purchase Intention PI1 0.794 Reliable

0.930
PI2 0.719 Reliable

PI3 0.840 Reliable

PI4 0.732 Reliable

PI5 0.873 Reliable

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PI6 0.885 Reliable

PI7 0.810 Reliable

Table 5.7 Reliability

Table 5.7 shows that all of the constructions go above the lowest possible score in which they
are all reliable.

Internal Consistency Reliability

Internal consistency reliability may be determined using composite reliability information. The
composite reliability score must approach 0.7 to be considered reliable, although 0.6 or above
is acceptable for exploratory study (Wong, 2013). indicating that all construct scores for the
composite reliability are higher than 0.7 in which all variables are reliable.

Construct Validity Test

Validity measurement, which may be completed by examining the convergent and discriminant
validity, is the next step in testing the model.

a. Convergent Validity
The Average Variance Extracted (AVE) from each construct may be used to calculate
convergent validity. If the AVE value is more than 0.5, constructs should be validly
accepted (Wong, 2013). Table 5.8 shows the result.

Construct AVE Validity

Advertising 0.614 Valid

E-WoM 0.648 Valid
Sales Promotion 0.585 Valid
Brand Awareness 0.738 Valid
Brand Image 0.636 Valid
Purchase Intention 0.656 Valid
Table 5.8 Convergent Validity

Table 5.8 shows that all of the AVE scores for each construct are more than 0.5, indicating that
all of the constructions are valid.

b. Discriminant Validity
The square root of AVE scores must be higher than the comparison between the
constructs in order to fulfill discriminant validity (Wong, 2013). The author decided to
utilize a table with the square root of AVE displayed on the diagonal to make the
measurement easier, as shown in Table 5.9.

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1AD 2EW 3SP 4BA 5BI 6PI

1AD 0.784

2EW 0.433 0.805

3SP 0.670 0.430 0.765

4BA 0.520 0.307 0.558 0.859

5BI 0.667 0.395 0.701 0.652 0.797

6PI 0.566 0.328 0.657 0.690 0.704 0.810

5.10 Discriminant Validity

The square root values of AVE are higher for all comparisons between constructs in which all
components completed the discriminant validity test, as shown in Table 5.10

Collinearity Test
According to Wong (2013), obtaining the values of the Variance Inflation Factor is crucial for
estimating collinearity concerns (VIF). To eliminate collinearity problems, VIF is counted as
"1/Tolerance" with a preferred value of 5 or lower.

VIF

AD1 1.514

AD2 1.554

AD3 1.763

AD4 1.549

BA1 2.182

BA2 3.247

BA3 3.520

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BA4 1.799

BI1 2.066

BI2 2.056

BI3 1.391

BI5 1.564

EW1 1.413

EW2 1.392

EW3 1.627

PI1 2.348

PI2 1.929

PI3 3.013

PI4 1.913

PI5 3.417

PI6 3.580

PI7 2.361

SP1 1.707

SP2 2.111

SP3 2.156

SP4 1.810

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SP5 2.034

SP6 2.174

Table 5.12 Collinearity Test

Table 5.12 shows that all of the Variance Inflation Factor (VIF) scores for all indicators
fulfilled the criterion for no collinearity problem found.

Path Coefficient and Hypothesis Testing

Figure 5.5 Algorithm Result

The author uses bootstrapping to test T-statistics for significance testing in order to see if the
value of path coefficients is significant or not. Table 5.13 shows the summary of path
coefficients as well as the t-statistics results.

Structural Path Hypothesis Path Coefficient T Statistic P Values Result

1AD -> 4BA H1a 0.255 3.142 0.002 Accepted

1AD -> 5BI H1b 0.344 5.074 0.000 Accepted
1AD -> 6PI H1c 0.035 0.519 0.604 Not Accepted
2EW -> 4BA H2a 0.036 0.570 0.569 Not Accepted
2EW -> 5BI H2b 0.054 1.015 0.311 Not Accepted
2EW -> PI H2c -0.012 0.198 0.843 Not Accepted
3SP -> 4BA H3a 0.372 4.753 0.000 Accepted
3SP -> 5BI H3b 0.447 6.651 0.000 Accepted

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3SP-> 6PI H3c 0.241 3.473 0.001 Accepted

4BA -> 6PI H4 0.356 3.837 0.000 Accepted
5BI -> 6PI H5 0.285 3.249 0.001 Accepted
Table 5.13 Hypothesis Testing

Coefficient of Determination (R2)

The author would want to know the R2 at this point value. The number that appears on the
inside of the container. R2 values of internal constructions are shown in purple circles in figure
5.6. The internal construct is denoted by the R2 value function.

.
Figure 5.6 Extended Model Result

Structural Path R Square

1AD -> 4BA 0.351

2EW -> 4BA

3SP -> 4BA

1AD -> 5BI

0.564
2EW -> 5BI

3SP -> 5BI

1AD -> 6PI

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2EW -> 6PI 0.620

3SP -> 6PI

4BA -> 6PI

5BI -> 6PI

Table 5.13 R Value

The major objective of this study, as mentioned previously, is to examine purchase intention,
and the R2 value of purchase intention is 0.620, as shown in table 5.13. It can be said that 2
constructs (Advertising (AD), E-WoM (EW), Sales Promotion (SP), Brand Awareness (BA),
Brand Image (BI)) illustrate the 6,20% of the variance for purchase intention toward local
fashion products. Because the R2 value is around 0.25, the rest of the R2 value is called weak.
The minimal R2 value is 0.25, which is considered poor, according to the prior study (Zikmund
et al, 2000).

f2 Effect Size
The author utilized the f2 effect calculation to determine the effect or influence of an exogenous
construct on an endogenous latent variable. The result of the computation is presented in table
5.14 below.

1AD 2EW 3SP 4BA 5BI 6PI

1AD 0.052 0.143 0.001

2EW 0.002 0.005 0.000

3SP 0.112 0.241 0.064

4BA 0.184

5BI 0.079

6PI

Table 5.14 f2 Effect Size

In the table 5.14 above shows that Brand Awareness has the bigger effect size of 0.184 on
Purchase Intention. E-WoM has the smaller effect size of 0.000 on Purchase Intention.

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Total Effect
The total impact is the proportion of the influence that the independent and mediating
constructs have on the dependent construct (Wong, 2013). Table 5.15 shows the result.

Relationship Sample Standard T Statistics P decision

Mean (M) Deviation (|O/STDEV|) Values
(STDEV)

1AD -> 4BA 0.255 0.081 3.142 0.002 Supported

1AD -> 5BI 0.344 0.068 5.074 0.000 Supported
1AD -> 6PI 0.223 0.072 3.120 0.002 Supported
2EW -> 4BA 0.036 0.063 0.570 0.569 Rejected
2EW -> 5BI 0.054 0.053 1.015 0.311 Rejected
2EW -> 6PI 0.016 0.072 0.219 0.827 Rejected
3SP -> 4BA 0.372 0.078 4.753 0.000 Supported
3SP -> 5BI 0.447 0.067 6.651 0.000 Supported
3SP -> 6PI 0.500 0.069 7.271 0.000 Supported
4BA -> 6PI 0.356 0.093 3.837 0.000 Supported
5BI -> 6PI 0.285 0.088 3.249 0.001 Supported
Table 5.15 Total Effect

Discussion

The Relationship Between Advertising and Brand Awareness

Advertising attempts are positively concerned with brand loyalty because it reinforces the
brand awareness and steer the viewpoints to the brand. Most respondents quietly agreed that
the advertising had an important role for them to know the local fashion brand from Dama Kara
so that they remember the local brand of Dama Kara.

The Relationship Between Advertising and Brand Image

Advertising has been proven to be an effective technique for building customer loyalty, raising
brand awareness, and reinforcing other brand-related connections and attitudes. This finding is
proven by the descriptive analysis, which mentioned that to find out new things about the local
brand Dama Kara, you need to visit the brand's website..

The Relationship Between Advertising and Purchase Intention

Advertising is positively related to purchase intention and if customers are provided with
information through electronic marketing, they will be more likely to purchase local fashion
products. With social media advertising, consumers have the intention to buy local products
from the Dama Kara brand.
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The Relationship Between E-WoM and Brand Awareness
E-WoM negatively relates to brand awareness. Dama Kara consumers are more aware of a
brand from the information marketers share on social media. It has not been found negative
impact on brand awareness in local fashion brands.

The Relationship Between E-WoM and Brand Image

This finding not found in previous research that E-WoM has a negative impact on brand image
in local fashion brands because customers from the brand and how to grow a brand image.
Customers buy a product not because of reviews, but from advertising endorsements, and sales
promotions.

The Relationship Between E-WoM and Purchase Intention

Dama Kara's study shows that E-WoM has a negative impact on purchase intention in local
fashion brands. Respondents from Dama Kara bought a product from the appearance of photos
and product forms that were shared through social media content, because it made them have
the intention to buy the product.

The Relationship Between Sales Promotion and Brand Awareness

Sales promotion is positively related to brand awareness, according to the hypothesis testing in
table 5.15. Customers judge a brand based on the information they have stored in their minds
because of sales promotions. This finding is consistent with previous research from (Daosue,
C., & Wanarat, 2019).

The Relationship Between Sales Promotion and Brand Image

Sales promotion is positively related to brand image, according to the hypothesis testing in
table 5.15. With the promotion given by the local brand Dama Kara, it can make it easier for
every consumer to shop. This finding is consistent with previous research from (Blattberg and
Neslin, 1990).

The Relationship Between Brand Awareness and Purchase Intention

Brand awareness is positively related to purchase intention, according to the hypothesis testing
in table 5.15. Results showed that consumers made purchases or had purchase intentions for
brands that they were aware of. This finding is consistent with previous research on the impact
of brand awareness on choice, frequency, and brand sampling.

The Relationship Between Sales Promotion and Purchase Intention

Sales promotion is positively related to brand image, according to the hypothesis testing in
table 5.14. Price promotions that display the regular price and the discounted price lead to
increased buy intentions. This finding is proven by the descriptive analysis, which mentioned
that reduced prices help consumer repeat purchases from brand Dama Kara.

The Relationship Between Brand Image and Purchase Intention

A product of high quality brand image has a favourable impact on purchase intention and
consumers are more likely to acquire brand-name products online. Previous research found that
by buying a local product/brand, consumers' online products with good reviews make
consumers confident in purchasing the local fashion product.

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Conclusion
The objective of this study is to investigate how integrated marketing communication
influences brand image and brand awareness toward purchase intention to local fashion
products. So, to accomplish the objective, this study uses six variables (advertising, E-WoM,
sales promotion, brand image, brand awareness, and purchase intention) as an initial framework
for this study. The author used a quantitative approach in this study and collected data by online
questionnaire. Then, after collecting the data, the author will analyze the data with SEM-PLS
analysis. The last step is analyzing the findings, in which the author will answer all of the
research questions and provide conclusions, recommendations, and implication.

1. What are the Integrated marketing communications methods that can significantly affect the
purchase intention of fashion products?

The importance of purchasing a local fashion product, according to an online survey given to
respondents, primarily those who know the local fashion brand Dama Kara, comes from
advertising and sales promotion. Customer reviews, on the other hand, can be useful for
learning more about a company. A smart marketing strategy persuades them to believe in and
be attracted by the product.

2. Which Integrated marketing communication method is the most influential in the purchase
intention of fashion products among Indonesian consumers?

It is confirmed in this study that sales promotions are the most influential factors that influence
purchase intention. Sales promotion defines always a consideration for product purchases, with
the promotion and intensive marketing, more consumers will be engaged. Revenue is more
likely to increase. Many consumers in Indonesia who initially just wanted to see it, because of
the sales promotion, attracted them to buy the product.

3. What is the effect of integrated marketing communication methods on brand image and
brand awareness on local fashion products?

According to the data processing results, there are two aspects that influence brand image and
brand awareness: advertising and sales promotion. Dama Kara's brand image is based on
product information shared on social media in accordance with product expectations and
quality received. The majority of respondents agreed that advertising had an important role in
knowing and remembering the local fashion brand from Dama Kara.

Recommendations
Local fashion products are one of the products that are currently booming among the public.
Sales promotion has the highest score in which Indonesian people prefer sales promotion to be
the most important thing to buy fashion products. This is because it can make it easier for
consumers to buy the desired product, it can even attract the attention of consumers who
initially don't want to buy instead end up buying.

Furthermore, businesses can raise brand awareness by using social media marketing such as
ads, endorsements, and paid promotion. Marketers can improve brand image by creating
interesting information content about brands and products through social media advertising.

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 Volume 4 Issue 15 (September 2021) PP. 23-41
DOI: 10.35631/IJEMP.415002
For business owners who have a relatively new brand in the market, they may also use social
media to promote their product or service.

Practical Implication
Anuolwapo Dorcas Oni (2018) found that the majority of Indonesian people are already aware
and interested in purchasing local fashion products. Yet, there are still many consumers who
do not know many local fashion brands in Indonesia due to lack of knowledge about the brand
and not in accordance with the consumer's budget. The Author hopes for those local fashion
companies that can communicate clearly about their brand to consumers and find out what
consumers want and need when they want to buy a local fashion product.

Implications for Future Research

Because most of the respondents in this study are adults (18-25 years old), the author expects
that future research will include more respondents of varying ages. As a result, we can compare
this study to others depending on the age range. The author believes optimistically that the
outcome will be different and useful for comparison. besides, this study analyzes just one local
fashion brand only analyzing one local fashion brand in Indonesia, the author hopes the future
study can analyze many local fashion brands in Indonesia more deeply and more specifically
so that they can find out the problems that occur in each local fashion brand in Indonesia and
get perspectives from various consumers from various local fashion brands.

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