The Role of Content Marketing and Lifestyle in Fashion Purchase Decision-Making Among Gen Z

Putri Amelia; Istiani Istiani

doi:10.69693/ijim.v4i4.2994

Authors

Putri Amelia BINUS University
Istiani Istiani BINUS University

DOI:

https://doi.org/10.69693/ijim.v4i4.2994

Keywords:

Content Marketing, Digital Culture, Fashion Purchase Decision Making, Generation Z, Lifestyle, Social Media

Abstract

The increasing use of social media has transformed how Generation Z (Gen Z) discovers, evaluates, and purchases fashion products. As digital natives, Gen Z is frequently exposed to content marketing through platforms such as Instagram, TikTok, and YouTube, where digital content has become an important source of fashion information and inspiration. While previous studies have examined the relationships between content marketing and consumer behavior, and between lifestyle and purchasing behavior, limited research has investigated their combined relationship with fashion purchase decision-making among Indonesian Gen Z consumers. This study examines the relationship between content marketing, lifestyle, and fashion purchase decision-making among Gen Z. A quantitative cross-sectional survey was conducted with 350 Indonesian respondents aged 13-28 years. Data were analyzed using exploratory factor analysis, reliability analysis, Pearson correlation, and linear regression. The results indicate that both content marketing and lifestyle were positively associated with fashion purchase decision-making, jointly explaining 56.4% of the variance in the dependent variable, with lifestyle demonstrating the stronger statistical association. These findings contribute to understanding consumer behavior in digitally mediated environments by highlighting the relationships between social media content, lifestyle, and fashion purchase decision-making among Gen Z.

Downloads

Download data is not yet available.

References

Amalia, A. C., & Sagita, G. (2019). Analisa Pengaruh Influencer Social Media Terhadap Keputusan Pembelian Konsumen Generasi Z di Kota Surabaya. JURNAL SOSIAL Jurnal Penelitian Ilmu-Ilmu Sosial, 20(2), 51–59. https://doi.org/10.33319/sos.v20i2.42

Bandura, A. (1977). Social Learning Theory. Prentice Hall.

Bandura, A. (1986). Social foundations of thought and actions. Prentice-Hall.

Chandra, C. N., & Sari, W. P. (2021). Pengaruh Content Marketing terhadap Customer Engagement (Studi Pada Akun Instagram LazadaID). Prologia, 5(1), 191. https://doi.org/10.24912/pr.v5i1.10116

Cialdini, R. B. (2009). Influence: Science and practice (Vol. 4). Pearson education Boston.

Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior (8th ed.). Dryden Press.

Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2006). Consumer Behavior (10th ed.). Thomson South-Western.

Erwin, E., Saununu, S. J., & Rukmana, A. Y. (2023). The influence of social media influencers on Generation Z consumer behavior in Indonesia. West Science Interdisciplinary Studies, 1(10), 1028–1038. https://doi.org/10.58812/wsis.v1i10.317

Etikasari, Q., Rinjani, S. P., Hidayat, R., & Kusumasari, I. R. (2024). PENGARUH LINGKUNGAN DIGITAL TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN PRODUK PADA GENERASI Z. Musytari: Jurnal Manajemen, Akuntansi, Dan Ekonomi, 9(8), 51–60. https://doi.org/10.8734/musytari.v9i8.6605

Fathinasari, A. A., Purnomo, H., & Leksono, P. Y. (2023). Analysis of the Study of Digital Marketing Potential on Product Purchase Decisions in Generation Z. Open Access Indonesia Journal of Social Sciences, 6(5), 1075–1082. https://doi.org/10.37275/oaijss.v6i5.174

Gensler, S., & Rangaswamy, A. (2025). An emerging future for digital marketing: From products and services to sequenced solutions. Journal of Business Research, 190, 115230. https://doi.org/10.1016/j.jbusres.2025.115230

Hamisena, M., & Sudyajayanti, C. (2024). The effect of advertising attractiveness, influencer marketing, and online customer review on smartphone purchasing decisions for Generation Z in Surabaya. EKOMBIS REVIEW Jurnal Ilmiah Ekonomi Dan Bisnis, 12(4). https://doi.org/10.37676/ekombis.v12i4.6326

Hermawan, T., & Dermawan, R. (2024). The Effect of Price Perception and Shopping Lifestyle on Impulse Buying at TikTok Shop among Generation Z in Surabaya City. Indonesian Journal of Business Analytics, 3(6), 2141–2152. https://doi.org/10.55927/ijba.v3i6.5933

Khan, F., & Siddiqui, K. (2013). The Importance of Digital Marketing. An exploratory study to find the perception and effectiveness of digital marketing amongst the marketing professionals in Pakistan. Journal of Information Systems and Operations Management, 7(2), 221–228. http://www.rebe.ro/RePEc/rau/jisomg/Wi13/JISOM-WI13-A2.pdf

Li, M., & Hua, Y. (2022). Integrating social presence with social learning to promote purchase intention: based on social Cognitive Theory. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.810181

Maslow, A. H. (1954). Motivation and personality. Harper & Row.

Mulyani, N., Aryanto, R., & Chang, A. (2019). Understanding Digital Consumer: Generation Z Online Shopping Preferences. International Journal of Recent Technology and Engineering (IJRTE), 8(2), 925–929. https://doi.org/10.35940/ijrte.B1721.078219

Nadanyiova, M., & Sujanka, L. (2023). The impact of influencer marketing on the Decision-Making Process of Generation Z. Economics and Culture, 20(1), 68–76. https://doi.org/10.2478/jec-2023-0006

Nugroho, S. D. P., Rahayu, M., & Hapsari, R. D. V. (2022). The impacts of social media influencer’s credibility attributes on gen Z purchase intention with brand image as mediation. International Journal of Research in Business and Social Science (2147-4478), 11(5), 18–32. https://doi.org/10.20525/ijrbs.v11i5.1893

Nurmalia, G., Wulan, N. M. N., & Utamie, N. Z. R. (2024). Gaya hidup berbasis digital dan perilaku konsumtif pada Gen Z di Bandar Lampung: keputusan pembelian melalui marketplace Shopee. Journal of Research in Economics and Information, 3(1), 22–32. https://doi.org/10.34001/jrei.v3i01.846

Plummer, J. T. (1974). The concept and application of lifestyle segmentation. Journal of Marketing, 38(1), 33–37.

Putri, P. M., & Marlien, R. (2022). Pengaruh Digital Marketing terhadap Keputusan Pembelian Online. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 5(1), 25–36. https://doi.org/10.36778/jesya.v5i1.510

Salwanisa, E. A., & Wikartika, I. (2023). Digital marketing analysis on the consumer decision-making process of millennials and Gen Z generation groups on the TikTok application. Equilibrium: Jurnal Ilmiah Ekonomi Dan Pembelajarannya, 11(2), 112. https://doi.org/10.25293/equilibrium.v11i2.17374

Singh, D. V. (2023). INFLUENCING GEN Z MINDSET TOWARDS a PRODUCT THROUGH CONTENT MARKETING. EPRA International Journal of Economics Business and Management Studies, 5–16. https://doi.org/10.36713/epra13508

Sutanto, E. M., & Aubelia, S. (2022). Lifestyle and Self-Esteem of Generation Z in Gadget Purchasing Decision. Trikonomika, 21(2), 54–63. https://doi.org/10.23969/trikonomika.v21i2.5410

Wahyuni, A., Masnita, Y., & Kurniawati, K. (2025). SOCIAL LEARNING THEORY IN CUSTOMER ENGAGEMENT TO INCREASE IMPULSIVE BUYING BEHAVIOR. Journal of Management: Small and Medium Enterprises (SMEs), 18(1), 613–627. https://doi.org/10.35508/jom.v18i1.1797

Wicaksono, T. B. (2024). From Likes to Purchases: Analyzing the impact of Instagram marketing on online shoppers. Journal of Business Management and Social Studies, 3(2), 105–116. https://doi.org/10.53748/jbms.v3i2.73

Wijaya, N., & Utami, L. S. S. (2021). Pengaruh Penyampaian Informasi pada Aplikasi TikTok terhadap Perilaku Konsumtif Generasi Z. Prologia, 5(2), 267. https://doi.org/10.24912/pr.v5i2.10171

Wijaya, T., Darmawati, A., & Kuncoro, M. A. (2020). E-Lifestyle Confirmatory of Consumer Generation Z. International Journal of Advanced Computer Science and Applications, 11(10). https://doi.org/10.14569/ijacsa.2020.0111004

Yasin, H., Julita, J., & Hidayat, R. (2023). The effect of social media on Gen Z, impulse buying and lifestyle in purchase decisions. Journal of International Conference Proceedings, 6(3), 201–211. https://doi.org/10.32535/jicp.v6i3.2559