The local footwear industry of Indonesia is under a serious threat in the recent times, owing to the high number of illegal imports, which are affecting the competency of the domestic brands. This problem is a major threat to brand loyalty, particularly as regards to middle and lower consumer segments who, as sometimes happens, are too infatuated with prices to be loyal to the brand in the long term of a relationship. The paper examines how the self-image congruence, consumer ethnocentrism, and influencer marketing affects the customer satisfaction and brand loyalty of the local footwear in Jabodetabek among the Generation Z at their consumer stage. The quantitative approach and Partial Least Squares Structural Equation Modeling (PLS-SEM) were used in collecting information in surveys with 205 Gen Z respondents who had done local footwear brand purchases. The analysis found that none of the hypotheses proposed were admitted statistically with or without direct and indirect support. These results indicate that the Indonesian Gen Z consumer behavior is changing towards pragmatic values like their price sensitivity and their capability to keep up with trends instead of identity or nationalism-driven behaviors. The research reveals a problem of localized marketing, which should take into consideration economic circumstances in the countries of the emerging market, and preferences of Gen Z.