Understanding the Role of AI in Shaping Brand Trust and Purchase Intention among Fashion Consumers

The fashion industry in Indonesia continues to grow rapidly, characterized by the emergence of numerous local and international brands competing for consumer attention. In this digital era, Artificial Intelligence (AI) has transformed how brands interact with consumers; however, limited empirical evidence explains how AI-driven interactions influence brand trust, brand equity, and customer loyalty. This study aims to analyze how attitudes toward AI, brand awareness, brand loyalty, and brand trust affect brand equity, purchase intention, and customer loyalty in Indonesia’s fashion industry. Using purposive sampling, data were collected from 257 respondents—mostly female, young adults, and users who are active in social media—between Jakarta and surrounding regions. Structural Equation Modeling (SEM-PLS) was used to analyze the data. Results reveal that attitude toward AI significantly affects brand trust and purchase intention, while brand equity strongly mediates brand awareness and brand loyalty toward purchase intention and customer loyalty, emphasizing AI’s strategic role in sustaining brand competitiveness. This study expands AI-based consumer behavior literature by revealing the boundary conditions of brand trust in AI-assisted environments. Practically, it highlights the importance for fashion brands to develop credible, transparent, and human-centered AI applications to strengthen brand equity and stimulate purchase intention.