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All Journal IIJSE Danadyaksa: Post Modern Economy Journal
Fauziyah Nur Jamal
Universitas Ahmad Dahlan Yogyakarta, DIY, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Trend Fashion, Influencer Marketing, Brand Image, and Online Customer Reviews on Fashion Product Purchasing Decision Fauziyah Nur Jamal; Bagus Gumelar; Ahmad Rizal Solihudin; Riza Muzianita; Wafrotur Rohmah
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7044

Abstract

The most important thing in marketing activities is the purchasing decision, after consumers consider many factors and the final decision is to make a purchase. Some factors that can influence purchasing decisions on fashion products are fashion trends, influencer marketing, brand image and online customer reviews. The purpose of this study is to determine the effect of fashion trends, influencer marketing, brand image and online customer reviews on purchasing decisions for fashion products on e-commerce shopee. The number of samples in this study was 136 respondents, some of all e-commerce users in Indonesia. This study uses a quantitative approach. Sampling uses non-probability sampling techniques and purposive sampling methods. Data analysis uses SEM-PLS 4.0. The results of this study showed that fashion trends have a positive and significant effect on purchasing decisions. Influencer marketing has a positive and significant effect on purchasing decisions. Brand image has a positive and significant effect on purchasing decisions. Online customer reviews have a positive and significant effect on purchasing decisions. This study is expected to be able to increase knowledge for companies in implementing marketing strategies.
Simulation Model of Muhammadiyah Food Product Buying Interest as a Sustainability Breakthrough Fauziyah Nur Jamal; Gea Dwi Asmara; Bagus Gumelar; Mustika Rahmi; Ahmad Rizal Solihudin
Danadyaksa: Post Modern Economy Journal Vol. 4 No. 1 (2026): Post Modern Economy Journal
Publisher : Yayasan Pendidikan Islam Bustanul Ulum Mojokerto

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Abstract

This study aims to determine the factors affecting the purchase interest of Muhammadiyah food products in Indonesia. SEM-PLS (Partial Least Squares–Structural Equation Modeling) software was used for data processing to further develop a simulation model of Muhammadiyah food product purchase interest. The hypothesis is that positive purchase interest will result in positive and stable green consumer behavior that can be seen in the next few years. The population of this study is all consumers in Indonesia. In this case, the sample used was 100 respondents. The results show that the developed simulation model can be a valuable reference for predicting stable purchase interest over the next few years. The implementation of this integrated strategy can increase consumer buying interest that not only buys products but also contributes to environmental sustainability and Islamic values. This model allows Muhammadiyah food product entrepreneurs to make the right decisions in effective marketing strategies that continue to provide value.
Co-Authors Ahmad Rizal Solihudin Bagus Gumelar Gea Dwi Asmara Mustika Rahmi Riza Muzianita Wafrotur Rohmah