Factors Affecting Customer Habit Shifting from Global to Local Fashion Brands due to COVID-19

Abstract

The COVID-19 outbreak which rapidly progressed causes human habit to shift in unexpected directions, with some aspects of habit irreversible. This shifting in habit made consumers have more actively reconsidered the fashion brands from which they purchase goods and services since the outbreak began. This study was conducted to determine the factors motivating consumers' habit shifting from global fashion brands to local fashion brands. This study uses a survey method in the form of questionnaires distributed via Google Forms to 421 respondents who have purchased global and local fashion brands during COVID-19 with particular domicile in Java Island. The research of this study obtained from data processing using Structural Equation Modeling (SEM). As the result, the findings that can be drawn from this study is that new online purchase habit affecting the nature of brand preference which influence customers of doing brand shifting from global to local fashion brands through online brand engagement, online brand interactivity, online brand experience and online brand satisfaction which influence customers of doing brand shifting from global to local fashion brands seen from customer’s self-concept congruence as well as brand image congruence. These findings contribute to supporting local brands by providing insights on how to manage their brand to attract customers to purchase local brands in the future effectively.