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All Journal Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Jurnal Manajemen Bisnis Jurnal Social Economic of Agriculture Media Wisata EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Mirai Management Journal of Accounting and Management Innovation Jurnal Manajemen dan Bisnis Indonesia Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi EKONOMIS : Journal of Economics and Business Management and Economics Journal (MEC-J) REKAMAN (Jurnal Riset Ekonomi Bidang Akuntansi dan Manajemen) SENTRALISASI SEIKO : Journal of Management & Business Sketsa Bisnis Jurnal Manajemen Strategi dan Aplikasi Bisnis YUME : Journal of Management Almana : Jurnal Manajemen dan Bisnis Jurnal Samudra Ekonomi dan Bisnis EKUITAS (Jurnal Ekonomi dan Keuangan) Jemasi Jurnal Ekonomi Manajemen dan Akuntansi Jurnal Administrasi dan Manajemen JURNAL PEMASARAN KOMPETITIF Maker: Jurnal Manajemen Value: Jurnal Manajemen dan Akuntansi Dinasti International Journal of Education Management and Social Science Performance : Jurnal Bisnis dan Akuntansi Journal of Global Business and Management Review Jurnal Sains dan Teknologi Prosiding National Conference for Community Service Project JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN Management Studies and Entrepreneurship Journal (MSEJ) JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Jurnal Pengabdian kepada Masyarakat Nusantara Jurnal Disrupsi Bisnis Jurnal Manajemen Bisnis dan Keuangan Jurnal Ekonomi Efektif Journal of Accounting and Management Innovation Wiga : Jurnal Penelitian Ilmu Ekonomi Jurnal Minfo Polgan (JMP) Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Journal of Management and Digital Business Jurnal Cakrawala Ilmiah Jurnal Riset Manajemen Komunikasi Journal of Business Studies and Management Review JAMAS: Jurnal Abdi Masyarakat Conference on Management, Business, Innovation, Education and Social Sciences (CoMBInES) Conference on Community Engagement Project (Concept) Conference on Business, Social Sciences and Technology (CoNeScINTech) Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka) Jurnal Manajemen Maranatha
Lily Purwianti
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Journal : Jurnal Manajemen Bisnis

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Exploring Gen-Z Online Fashion Purchase Intention Using SOR Model: The Moderating Role of Gender Lady, Lady; Shevia, Shevia; Melsen, Fandion; Purwianti, Lily; Liu, ChangBo
Jurnal Manajemen Bisnis Vol. 16 No. 2: September 2025
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v16i2.25591

Abstract

Research aims: This study aimed to investigate Gen-Z online fashion purchase intention in Indonesia using the Stimulus-Organism-Response (SOR) model. In this model, social media marketing (SMM), electronic word-of-mouth (e-WoM), trust, and price served as stimuli, brand image (BI) functioned as the organism, and purchase intention (PI) represented the response, with gender acting as a moderating variable.Design/Methodology/Approach: A causal-comparative research design was used, collecting data from 384 Gen-Z respondents through structured questionnaires. Data analysis was conducted using SmartPLS 4.0, involving measurement model testing for validity and reliability, followed by structural model testing to evaluate path coefficients and hypothesis testing.Research findings: The results showed that trust, e-WoM, and SMM positively influenced PI, both directly and through BI mediation. Gender significantly moderated the effects of e-WoM and SMM on BI but did not affect the influence of trust or price. Furthermore, price showed no significant impact on PI, either directly or through BI mediation, confirming that non-price factors played a greater role in brand perception and purchase behavior among Gen-Z consumers.Theoretical Contribution/Originality: This study integrated BI as a mediating factor within the SOR model, providing deeper insights into Gen-Z brand perception in Indonesia's digital market. The incorporation of gender as a moderating variable showed distinct consumers responses to e-WoM and SMM, challenging the conventional role of price in brand engagement and PI formation.Practitioners/Policy Implications: Online fashion retailers targeting Gen-Z in Indonesia should prioritize trust-building, positive reviews, and authentic social media engagement to strengthen BI and PI. Given price’s limited influence, brands should focus on product quality, experience, and long-term value. Gender-sensitive strategies were also essential, as women responded to relational engagement, while men preferred direct, information-driven content.Research Limitations/Implications: The limitations of this study included a small sample size that might not capture the full range of Indonesian Gen-Z preferences, an exclusive focus on Gen-Z limiting broader applicability, and ambiguous gender effects. Therefore, future studies were recommended to explore technology, influencer marketing, and utilize qualitative methods for deeper insights. 
Co-Authors Adi Wilyanto Aliandrina, Dessy Ana Andi Andi Andina Fasha, Andina Andy Andy Andy Andy Angel Angel Angelina, Novi Angeline angeline Annisya Putri Nadhia Antoni Halim Arianto, Hepy Hefri Ariyanto , Hepy Hefri Ariyanto, Hepy Hefri Bendi Safero Calvin Owen Catherine Catherine Chan, Keltine Richelle Chandra, Budi Christiarini, Renny Cuandra, Fendy Daisy, Viona Danielson Dian Sabrina Syaharni Dyfan, Dyfan Edy Yulianto Edy Yulianto Elviana Elviana, Elviana Enjelica, Elvina Erika Gustian Fauzi Erilia Kesumahati Erlin Erlin Erni Erni Evelyn Claudia Evelyn Patricia Fahlevi, Renza Felby Jeslyn Felix Filbert Fidia Fidia, Fidia Fionna, Fionna Fitri Gabriella Andrea Castillinov Runtu Giorgyna, Giorgyna Gita Aulia Hernando Iman, R Iqratul Isnaini Nuzula Agustin Ivone, Ivone Jacky Jason, Jason Javita, Javita Jeffrey Andelson Jesty, Jesty Joevenno Pangestoe Jollin Jollin Joy Happy Jones Kalvin Lee Kamilatunnaimah, Mutiara Karen Tio Keltine Richelle Kenny Marcella Khesi, Khesi Lady Lady, Lady Leon, Winson Lidya Siska Khoviati Lidya Siska Khoviati Lie, Deviana Limanda, Kelfi Yanti Lionisa Verlinsya Liu, ChangBo Louis Hernandez lydia then Macnico, Peter Macnino, Peter Maggie, Maggie Marcelina Victoria Mehdar Badrus Zaman Meliana Meliana Meliawati Melodya, Deslyn Melsen, Fandion Michelle Lim Muhamad Rizky Muhammad Adjie Muhammad Baharudin Nainggolan, Ferdinand Naufal Yusuf Widianto Nevi Ariyu De Utami Nia Rusiana Noviani, Metta Novilia, Vera Novita Novita Nuzula Agustin, Isnaini Nuzula, Isnaini Ohanna, Nida Owen, Owen Putra, Chanda Vedalla Putra, Edy Yulianto Ramadani, Arienda Gitty Ratih Anggraini, Ratih Rusiana, Nia Ryan Prastama Juliansyach Safitri, Destiana Salsabilah Sirait Sari Wahyuni, Lily Sudhartio, Sentoso, Antony Setyawan, Agustinus Shelby Esfandiany Shevia, Shevia Sihombing, Dame Afrina Sirait, Salsabilah Siti Shofiah Sri Intan, Debora Stefanie Stefanie, Stefanie Steven Steven Stevie Gracia Kurniawan Suryani Suryani Suryani, Mey Susanto, Stefhani Susanty Susanty, Susanty Tan Phey Lien Tan, Charles Tan, Elvy Tan, Windra Tasya Gebee Hasvia Tommy Ricarto Valeska Lilya Kevin Vannesa Flesya Vicky Anggrianto Widya Nurfa Dila Wijaya, Calvin William William Vanders Willien Agustian Winky Winky Winston Winston Wiyandi Wiyandi Yendiarti, Yendiarti Yulianty Ratna Dewi Lukito Zaman, Mehdar Badrus