Exploring Factors Influencing Purchase Decision in the Fashion Industry: A Study of Social Media Marketing, Sales Promotion, Perceived Value and Corporate Social Responsibility

This study investigates the factors influencing online fashion purchase decisions, focusing on social media marketing, sales promotion, perceived value, and corporate social responsibility (CSR). The research addresses the problem of understanding which factors significantly shape consumer behavior in the Indonesian fashion industry, given the rise of digital marketing channels and consumer expectations. Data were collected from 201 respondents in Jakarta, Bogor, Depok, Tangerang, Bekasi, and Surabaya between March and May 2024. Using a quantitative approach and PLS-SEM for analysis, the findings reveal that perceived value and CSR have significant positive effects on purchase decisions, indicating that consumers prioritize product quality and ethical brand practices when making purchases. Conversely, social media marketing and sales promotion showed positive but non-significant effects, suggesting that while they contribute to brand awareness, they do not strongly drive purchase decisions in this context. These findings provide valuable insights for fashion brands, emphasizing the need to focus on delivering high perceived value and maintaining strong CSR practices to influence consumer purchase behavior effectively.