Global fashion brands are increasingly favored by Indonesian consumers. This study examines the influence of Perceived Brand Foreignness and Brand Prestige on Purchase Intention toward Tenue de Attire, with Brand Attitude as a mediating variable. Data were collected through an online survey of 185 respondents selected using purposive sampling. The analysis was conducted using Structural Equation Modeling (SEM) with SmartPLS software. The results indicate that both Perceived Brand Foreignness and Brand Prestige have a significant effect on Purchase Intention, both directly and indirectly through Brand Attitude. These findings highlight the importance of marketing strategies that enhance the brand’s international image and exclusivity to increase consumer purchase intentions. This suggests a positive relationship between perceptions of brand foreignness and prestige and consumer purchase intention, both directly and through brand attitude as a mediator. The results confirm that building a strong brand attitude is key to transforming the perception of global and prestigious brands into actual purchasing decisions.
Pahlepi et al. (Wed,) studied this question.