Abstract
This study aims to analyze the factors influencing purchasing decisions of millennialconsumers in the fashion industry. Data were collected through a survey of 500 millennialrespondents aged 20 to 35 years. The results identified five main factors influencingpurchasing decisions: product quality, price, brand image, fashion trends, and social media.Additionally, social environment, awareness of sustainability, ease of access and onlineshopping, customer experience, and the influence of technology and innovation were alsofound to play significant roles. Millennial consumers show a strong preference for high-quality products at reasonable prices, brands with a positive image, and trend-alignedproducts. 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 onimproving product quality, competitive pricing strategies, building a strong brand image,adapting to fashion trends, and optimizing social media presence. Moreover, attention tosustainability and technological innovation is crucial in attracting and retaining millennialconsumer loyalty. By understanding and responding to millennials' preferences andbehaviors, fashion companies can enhance their comprtitiveness and success the market
Published Version
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