<![CDATA[This study seeks to examine the effect of lifestyle, fashion involvement, and fashion trends on online fashion purchasing decisions through the Shopee platform. The research applied a quantitative associative design involving 80 Management students from Universitas Muhammadiyah Aceh as respondents. Data were gathered using structured questionnaires and processed through multiple linear regression analysis to test both partial and simultaneous influences. The findings reveal that lifestyle, fashion involvement, and fashion trends each exert a positive and statistically significant impact on online purchasing decisions, and collectively contribute to consumer behavior with a coefficient of determination (R²) of 0.427. This means that 42.7% of the variation in purchasing decisions can be explained by the three independent variables. The results emphasize that consumer lifestyles and rapidly evolving digital fashion trends play an important role in shaping buying behavior, underscoring the need for adaptive, innovative, and personalized marketing strategies among fashion businesses and e-commerce platforms.]]>
Copyrights © 2026
