Analysis of the Role of Content Creators, Product Quality, and Brand Image in Influencing Online Fashion Purchasing Decisions in the Context of Digital Entrepreneurship Among “Generation Z” at State Vocational High School in Gowa Regency

Authors

  • Nurul Hidayah Universitas Negeri Makassar
  • Sudarmi Universitas Negeri Makassar
  • Agus Syam Universitas Negeri Makassar
  • Nur Halim Universitas Negeri Makassar

Keywords:

Brand Image, Content Creator, Entrepreneurship, Product Quality, Purchase Decision

Abstract

This study aims to analyze the role of content creators, product quality, and brand image in influencing online fashion purchasing decisions in the context of digital entrepreneurship among Generation Z at State Vocational High School in Gowa Regency. This study uses a quantitative approach with an associative research design. A total of 316 respondents were selected using a proportional random sampling technique. Data were collected through a questionnaire with a Likert scale and analyzed using validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis with the help of SPSS software. The results show that content creators have a positive and significant influence on online fashion purchasing decisions. Product quality also has a positive and significant influence on purchasing decisions. In addition, brand image has a positive and significant influence on purchasing decisions and is the variable with the most dominant influence. Simultaneously, content creators, product quality, and brand image have a positive and significant influence on online fashion purchasing decisions. The research findings indicate that effective content creators, good product quality, and a strong brand image play an important role in improving online fashion purchasing decisions and supporting the development of digital entrepreneurship in the fashion sector among Generation Z.

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Published

2026-08-12

Issue

APSKI ICE Vol 04, Ed 01 (2026)

Section

Articles

License

Copyright (c) 2026 APSKI International Conference on Association of Indonesian Entrepreneurship Study Programs

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