LIFESTYLE, FASHION TRENDS, AND SOCIAL MEDIA IN ONLINE FASHION PURCHASING DECISIONS

Imron Hamzah; Lilik Nurcholidah; Akhlis Priya Pambudy; Putri Helen Laswadi

doi:10.30998/jabe.v13i1.4736

Authors

Imron Hamzah Universitas Islam Lamongan Author
Lilik Nurcholidah Universitas Islam Lamongan Author
Akhlis Priya Pambudy Universitas Islam Lamongan Author
Putri Helen Laswadi Universitas Islam Lamongan Author

DOI:

https://doi.org/10.30998/jabe.v13i1.4736

Keywords:

Fashion Trends,, Lifestyle, Online Purchase Decision, Social Media, TikTok

Abstract

Social media platforms, particularly TikTok, have reshaped how university students discover, evaluate, and purchase fashion products online, shifting consumption patterns from conventional retail toward trend- and influencer-driven digital shopping. Prior studies report inconsistent findings on whether lifestyle and fashion trends directly determine purchase decisions, suggesting that the mechanism connecting these variables may not be direct but channeled through another factor. This study examines the influence of lifestyle and fashion trends on online fashion purchase decisions, with social media use as a mediating variable, among students at the Faculty of Economics and Business, Islamic University of Lamongan (FEB UNISLA). A quantitative explanatory approach was applied to 150 purposively sampled respondents who had made an online fashion purchase through TikTok, with data analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The measurement model confirmed adequate validity and reliability for all constructs. Results show that lifestyle and fashion trends each have a positive and significant direct effect on purchase decisions and on social media use, social media use itself significantly affects purchase decisions, and social media significantly mediates both the lifestyle purchase and fashion trend-purchase relationships. These findings extend the Theory of Planned Behavior to TikTok-based commerce and offer digital marketers empirical grounds for designing lifestyle and trend aligned social media strategies.

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