Analisis Faktor Faktor Yang Mempengaruhi Keputusan Pembelian Konsumen Generasi Milenial Dalam Industri Fashion

Abstract

This study aims to analyze the factors influencing purchasing decisions of millennial
consumers in the fashion industry. Data were collected through a survey of 500 millennial
respondents aged 20 to 35 years. The results identified five main factors influencing
purchasing decisions: product quality, price, brand image, fashion trends, and social media.
Additionally, social environment, awareness of sustainability, ease of access and online
shopping, customer experience, and the influence of technology and innovation were also
found to play significant roles. Millennial consumers show a strong preference for high-
quality products at reasonable prices, brands with a positive image, and trend-aligned
products. The use of social media as a source of information and reference is also dominant.
The implications of this study highlight the importance for fashion brands to focus on
improving product quality, competitive pricing strategies, building a strong brand image,
adapting to fashion trends, and optimizing social media presence. Moreover, attention to
sustainability and technological innovation is crucial in attracting and retaining millennial
consumer loyalty. By understanding and responding to millennials' preferences and
behaviors, fashion companies can enhance their comprtitiveness and success the market