THE INFLUENCE OF INFLUENCER MARKETING AND BRAND IMAGE ON PURCHASING DECISIONS FOR FASHION CLOTHING PRODUCTS FOR GEN Z STUDENTS AT THE FACULTY OF ECONOMICS, DARUL ‘ULUM UNIVERSITY

The rapid development of social media has changed the marketing landscape, especially among Generation Z. This study aims to analyse the influence of influencer marketing and brand image on purchasing decisions for fashion
products among Gen Z students at the Faculty of Economics, Darul `Ulum University. The method used in this research is quantitative with a survey approach. A total of 79 Gen Z students served as respondents in this study. Data were collected through questionnaires and analysed using multiple linear regression. The results showed that both influencer marketing and brand image have a significant influence on the purchase decision of fashion products among Gen Z students. These findings suggest that Gen Z students are highly influenced by recommendations from influencers they follow, as well as their perception of a product's brand image. From the results of this study, businesses are expected to understand the importance of utilising influencer marketing and building a positive brand image to attract Generation Z consumers.