THE INFLUENCE OF MODEL BODY SIZE AND RACE ON BODY IMAGE DISSATISFACTION AND ADVERTISING EFFECTIVENESS AMONG INDONESIAN GEN Y FEMALES

Fashion industry in Indonesia tend to utilize models with certain body size and race characteristics. Many conducted research on negative effects obtained through media exposure of model body size on body image, however, overlooked the importance of model race that turned out to have an influence on customers which when these factors were combined it would form model appearance that could have negative impacts including body dissatisfaction, attitudes toward the ads and purchase intention. This research develops a concept using the theory of social comparison. The study utilizes 180 Indonesian millennial respondents who responded to the web-conducted survey. Results reveal that there is a direct and significant influence of the model look on body dissatisfaction, attitudes toward the ads and purchase intention. Therefore, this research provides knowledge and information that can help the fashion designer, fashion industry, advertising and media to realize the significance of body size and race on models for millennials especially females