<![CDATA[This study aims to analyze the influence of Influencer Marketing (X1) and Brand Image (X2) Content on the Intention to Buy (Y) of fashion products in Generation Z in Bogor City, both partially and simultaneously. The quantitative approach was used with a Likert scale questionnaire instrument which was distributed to 100 Gen Z respondents in Bogor City using purposive sampling techniques. Data analysis was carried out using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method through SmartPLS software version 4.1.1.8. The results of the descriptive analysis showed a very high perception of Influencer Marketing Content (mean 4.33) and a high perception of Brand Image (mean 4.09) and Intention to Buy (mean 4.18). All indicators were valid (Outer Loading ≥ 0.70; AVE > 0.50) and reliable (CR rho_c ≥ 0.90). The bootstrapping results prove: (H1) Influencer Marketing Content has a positive and significant effect on Intention to Buy (β = 0.441; T = 4.291; p = 0.000); (H2) Brand Image has a positive and significant effect on Intention to Buy (β = 0.437; T = 4.029; p = 0.000); and (H3) both simultaneously explain 66.8% variation of Intention to Buy (R-Square = 0.668). The implications of the study show that fashion business actors in Bogor City need to integrate authentic influencer content strategies with consistent brand image development to maximize Gen Z's purchase intentions.]]>
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