<![CDATA[This study aims to examine the influence of social media marketing and brand awareness on the purchase decision of fashion products among students at STIE Widya Praja Tanah Grogot. The population consisted of active students from the 2023–2026 cohorts who had purchased fashion products under the influence of information obtained through social media, with a sample of 120 respondents selected through purposive/simple random sampling. A quantitative approach with a survey method was employed, and data were analyzed using multiple linear regression. The results show that social media marketing has a positive and significant effect on purchase decision (b₁ = 0.462; t = 7.519; sig = 0.000), brand awareness has a positive and significant effect (b₂ = 0.371; t = 5.799; sig = 0.000), and both variables simultaneously have a significant effect with F = 89.795 (sig = 0.000) and a coefficient of determination (R²) of 0.606. These findings imply that intensive and relevant social media marketing activities, combined with strong brand awareness, jointly strengthen students’ purchase decisions on fashion products.]]>
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