Abstract:
The development of fashion trends is increasing, causing consumption needs in the
fashion sector to increase. In March 2022 Indonesia recorded an increase in
clothing imports compared to February 2022. Clothing is the most frequently
purchased item by generation Z online. Globalization makes it easier to get fashion
clothing and generation Z has a high level of consumption of fashion clothing. The
variable of this research are online customer review, promotion, and brand image
as an independent variable, purchase decision as a dependent variable, and
customer trust as an intervening variable. This research is quantitative research
using SmartPLS 3 with 250 respondents of generation Z. The result shows that
there is significant influence on online customer review, promotion on customer
trust. Customer trust significant influence on purchase decision. Online customer
review, promotion, and brand image significant influence on purchase decision.
Promotion have a positive influence on purchase decision mediated by customer
trust but online customer review and brand image have no influence on purchase
decision mediated by customer trust. Hence, this research explains online customer
review, promotion, and brand image variables and customer trust as intervening
variable have influence on purchase decision among generation Z of international
fashion brand.
