The Impact Of Social Media Influencers On Promoting Fashion Clothes Towards Customer's Buying Decision

Abstract

This study investigates the pressing issue of how social media influencers shape consumer buying decisions in Cabiao, Nueva Ecija, particularly in the context of fashion clothes. As digital platforms increasingly drive purchase choices, businesses rely on influencers to promote products, yet there is growing concern over how deeply influencers may manipulate consumer preferences through mechanisms like compliance, identification, and internalization. Previous studies have often focused on general urban markets or have not distinguished the unique psychological processes—such as adopting influencers’ values or yielding to social pressure—that guide consumer trust and impulse buying. Addressing this gap, the researchers explored how these specific mechanisms impact key components of the Theory of Planned Behavior, namely attitudes, subjective norms, and perceived behavioral control, which together influence buying decisions. The study employed a descriptive quantitative design, using purposive sampling to target consumers in Cabiao who actively follow fashion influencers and have made online purchases within the past three months. Data were collected through online surveys distributed via social media, ensuring accessibility and relevance to the digital behavior under study. Statistical tools, including weighted mean analysis and Spearman’s rho, were applied to quantify levels of agreement and to test for significant relationships among the variables. This study allowed us to thoroughly examine how social media stars influence people's decisions in the community. Businesses that want to remain in touch with people who reside in semi-urban areas will consider this information very useful. People should be able to utilize this information to build marketing plans that are more honest and function better, meet customers' needs, and encourage them to buy things that are beneficial for them.