Social Media Marketing and Its Influence on Online Fashion Purchase Decisions of Generation Z Consumers: A Case Study of Denpasar, Bali

Abstract

The accelerated advancement of digital technologies has substantially transformed contemporary marketing practices, particularly through the extensive use of social media within the fashion industry. This study investigates the influence of social media marketing on online fashion purchasing decisions among Generation Z consumers in Denpasar, Bali. A quantitative research approach with a correlational design was applied. The sample comprised 39 undergraduate students from the 2024 cohort enrolled in the Digital Business and Retail Management programs in Bali. Data were obtained through a 1–5 Likert-scale questionnaire that had undergone validity and reliability testing. The data analysis techniques included Pearson Product Moment for validity, Cronbach’s Alpha for reliability, and simple linear regression analysis. The findings reveal that all research instruments meet the criteria of validity and reliability. The regression results show an R value of 0.998 and an R Square of 0.996, indicating a very strong and statistically significant effect of social media marketing on the online fashion purchasing decisions of Generation Z in Denpasar. Consequently, the alternative hypothesis (Ha) is supported. These results underscore the strategic importance of social media in shaping Generation Z’s consumption behavior in the digital fashion sector.