Influence of Country-of-Origin Image, Brand Globalness, Social Media Influence, on Brand Authenticity: A Case Study of Uniqlo in the Indonesian Gen Z Market.

The relevancy of Japanese culture globally is seen through the export of Japanese media globally, their expanded brands can be seen sporting Japanese identity as a medium of market appeal, this use of heritage marketing is assessed through the identified signals the brand gives the market to “grade” their identity, Country of Origin Image, Brand Globalness, Social Media Influence, to give the perception of Brand Authenticity for marketing appeal of the brand. The study uses a quantitative explanatory design using the Partial Least Squares Structural Equation Modeling (PLS-SEM), taking from a number of 200 Gen Z respondents. From the findings we take that the effects are positive, proving the structuralized design variables and the literature taken, pricing that a brand’s image of cultural origin, globalized spread, and social media discussions and marketing shape the cues that form the perception of Japanese cultural authenticity in the tech-savvy and socially aware Gen Z community.