The influence of social media endorsement on local fashion brands: Evidence from university students in Indonesia

Abstract

This study examines the influence of social media endorsement on local fashion brands as perceived by university students. Focusing on three Indonesian local brands—Erigo Apparel, Rawtype Riot, and Guten Inc—the research investigates whether endorsement activities generate significantly different impacts across brands within a young, digitally savvy consumer segment. A quantitative, cross-sectional survey was conducted among students of Bina Nusantara University Alam Sutera. Using non-probability purposive sampling, 150 questionnaires were distributed and 120 valid responses were retained for analysis. Endorsement-related perceptions were measured on Likert-type scales, and data were analyzed using the Kruskal–Wallis H test because normality assumptions were not met. The results show that there is no statistically significant difference in endorsement ratings among the three brands, indicating that students perceive the overall influence of endorsement for Erigo Apparel, Rawtype Riot, and Guten Inc at a similar level. These findings suggest that, within this segment, endorsement has become a baseline expectation rather than a clear source of competitive differentiation between local fashion labels. Managerially, the results imply that brand owners should move beyond merely “using influencers” and instead strengthen endorser–brand congruence and distinctive brand associations to stand out in a crowded social media environment. The study also highlights the need for further research that decomposes endorsement into specific credibility dimensions and includes broader and more diverse samples.