<![CDATA[This study examines the influence of influencers and brand image on Generation Z’s purchasing decisions regarding Seventeen Viscose Pashmina products on TikTok. The increasing use of social commerce has encouraged local Muslim fashion brands to utilize influencers as a digital marketing strategy, while empirical studies on pashmina products remain limited. This study employed a quantitative approach using a survey method. The sample consisted of 96 female Generation Z respondents aged 14–29 who actively use TikTok, had viewed Seventeen Viscose Pashmina content, and had purchased the product. Data were collected through a five-point Likert-scale questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics version 29. The results indicate that influencers have a positive and significant effect on purchase decisions (t = 3.927; sig. = 0.000), contributing 26,4% partially. Brand image also has a positive and significant effect (t = 4.688; sig. = 0.000), contributing 32,4%. Simultaneously, both variables significantly affect purchase decisions (F = 66.814; sig. = 0.000), with an Adj R² of 0.581, indicating a 58,1% contribution. These findings highlight the importance of influencers and brand image in driving Generation Z’s purchasing decisions.]]>
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