BAJU THRIFTING VS BAJU MEREK LOKALDALAM PERSPEKTIF PEMASARAN

Abstract

The lifestyle developments of young consumers in Indonesia, particularly Generation Z and millennials, have triggered a significant shift in clothing purchasing preferences from local brands to thrifting quality second-hand clothing. Local brands face challenges in maintaining consumer purchasing decisions amidst the competitive digital fashion industry. Factors such as electronic word-of-mouth, brand trust, and product innovation are suspected to influence this purchasing behavior. The study was conducted using mixed methods, both quantitative and qualitative. The findings indicate that thrifting operates in a non-traditional marketing ecosystem that relies on word-of-mouth and organic social media. Meanwhile, local brands tend to use structured marketing strategies with a more professional digital marketing approach. Strategic implications for businesses include the need to integrate sustainability and authenticity values ​​into brand narratives, as well as exploring cross-business model collaborations for local brands that adopt circular fashion elements. This study provides theoretical contributions to enrich the marketing literature on the sharing economy and sustainable consumption, as well as practical recommendations for marketers addressing the post-pandemic transformation of consumer behavior.