Abstract
Understanding the drivers behind online purchasing choices is becoming increasingly crucial, primarily due to the rapid expansion of domestic fashion brands and the surge in e-commerce engagement. Examining the moderating function of social media in the interactions between brand image, price perception, and customer review on online purchase choice among Duma fashion brand consumers is the purpose of this study. Using the Partial Least SquaresStructural Equation Modeling (PLS-SEM) method, this quantitative research includes 220 respondents who have made online purchases of Duma items. The findings reveal that brand image, price perception, and customer review have positive and significant effects on online purchase decision, indicating that brand reputation, perceived price value, and consumer reviews serve as important components in the evaluation process prior to making a purchase. Consumers’ exposure to digital information can boost their impressions of brand identification, as social media is discovered to mitigate the effect of brand image on online purchase choice. However, social media does not moderate the effects of price perception or customer review, demonstrating that considerations related to price and consumer feedback remain dependent on individual evaluations and are not influenced by the intensity of social media use. Brand identification can be enhanced by consumers’ exposure to digital information, especially when social media is found to reduce the impact of brand image on online purchase choice.
Keywords: Brand Image, Customer Reviews, Digital Transformation, Price Perception, Purchase Decision, Social Media.