The Influence of Reference Groups on Branded Apparel Purchases Among Sabah Youth

Abstract

The apparel industry is rapidly evolving due to changing consumer preferences, global influences, and increased media exposure, making brand image critical for business competitiveness. This study adopts a mixed methods approach to examine the influence of reference groups such as parents, siblings, peers, and celebrities on branded apparel purchase decisions among young adults in Kota Kinabalu, Sabah. Quantitative data were collected through an online survey of 200 young adults aged 18 to 25, while qualitative insights were gathered from follow-up interviews with a subset of participants to explore underlying motivations and perceptions in greater depth. Findings from the survey indicate that parents, siblings, and especially celebrities significantly influence purchase behavior, while peer influence appears less prominent. Interview responses reveal that celebrity endorsements are associated with aspirational values and perceived authenticity, reinforcing their impact. The research also highlights increasing awareness of ethical and sustainable branding, with respondents valuing transparency and social responsibility. Generation Z participants, in particular, show stronger engagement with digital platforms and ethical messaging compared to Millennials. These results suggest that marketers should integrate celebrity partnerships, ethical branding strategies, and digital engagement tools to build loyalty.