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The development of men's fashion has continued to increase and grow faster than women's clothing during the last decade but yet a lack of study about the male fashion segment in Indonesia. Therefore, it is necessary to understand the Generation Y male buying intention towards fashion products because Gen Y becomes the most prospective market right now and for the future. The purpose of this study is to know about the element that impacts fashion consciousness among males using self-identity, social media influence, changes in work practice, advancement in information technology, and mass media influence variables and the impact of fashion consciousness toward buying intention. This study uses quantitative research; the data collected uses a self-administered online questionnaire distributed in Bandung, Indonesia. The samples of this research are Gen Y males in the Bandung area. This study has collected 227 respondents and also their profile data. This study uses partial least squares structural equation modeling analysis (PLS-SEM) with smart PLS application to test the hypothesis and SPSS application to know about demographic analysis and descriptive analysis. The findings of this study show that self-identity, social media influence, and mass media influence have a significant effect on fashion consciousness; also, fashion consciousness has substantial results in buying intention. In the end, a marketing strategy to create advertising with a self-identity campaign using social and mass media is suggested as the implication of this study.

http://digilib.polban.ac.id/gdl.php?mod=browse&op=read&id=jbptppolban-gdl-figurmuham-12616