<![CDATA[The fashion industry in Indonesia has experienced rapid growth along with the increasing use of digital technology and changes in consumer behavior. In Medan City, competition among fashion businesses is becoming increasingly intense, particularly in the utilization of digital marketing as a primary strategy. Gopek Store Pancing, as one of the local fashion businesses, has implemented digital media; however, it still faces challenges in increasing consumers' purchase intention, as indicated by low user engagement. This quantitative study with a causal approach aims to analyze the influence of digital marketing, brand image, and customer empowerment on purchase intention of fashion products at Gopek Store Pancing. The population consists of consumers who have seen or interacted with the store's digital marketing, with 96 respondents selected through purposive sampling. Primary data were collected through questionnaires, while secondary data were obtained through literature study. Data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, partial and simultaneous tests, and coefficient of determination. The results show that digital marketing, brand image, and customer empowerment have both partial and simultaneous effects on purchase intention. The adjusted R-square value of 0.766 indicates that these three variables contribute 76.6% to purchase intention, while the remaining 23.4% is influenced by other variables not examined in this study.]]>
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