The Influences of Digital Integrated Marketing Communication of Collaborative Product with Artist Creators on Image Perception, Attitude, and Purchase Intention in Fashion Apparel Among Generation Y Consumers

Abstract

This study aimed to (1) examine the exposure to digital integrated marketing communication (DIMC), image perception, attitudes, and purchase intention of Generation Y consumers toward fashion clothing products co-created with artist creators; and (2) investigate the influence of DIMC exposure on image perception, attitudes, and purchase intention of Generation Y consumers toward these products. This quantitative research employed a survey method, collecting data via an online questionnaire from 400 Generation Y respondents, both male and female, aged 25–44 years, who were members of Facebook pages of fashion brands collaborating with artist creators. Data were analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis (MRA) at a significance level of 0.05.

The results revealed that (1) the overall exposure to digital integrated marketing communication regarding fashion clothing products co-created with artist creators was high (x̄= 3.50), image perception was high (x̄ = 3.74), attitude was high (x̄ = 3.75), and purchase intention was also high (x̄ = 3.58); and (2) exposure to sales promotion (Beta = 0.360) and exposure to public relations (Beta = 0.138) significantly influenced image perception, while exposure to sales promotion (Beta = 0.295) influenced attitude, and exposure to sales promotion (Beta = 0.139) influenced purchase intention. These findings can guide strategic planning for digital integrated marketing communication of fashion clothing products co-created with artist creators, aiming to build a positive image perception, foster favorable consumer attitudes, and effectively enhance purchase intention among Generation Y consumers.