The Impact of Product Price, Public Awareness, and Social Media on Changes in Consumption Patterns of Fashion Products
DOI:
https://doi.org/10.58812/sdi.v1i01.1465Keywords:
Product Price, Public Awareness, Social Media, Consumption Patterns, Fashion IndustryAbstract
This study examines the impact of product price, public awareness, and social media on changes in consumption patterns of fashion products. Employing a quantitative approach, data were collected from 70 respondents using a structured questionnaire and analyzed with SPSS version 26. The findings reveal that all three variables significantly influence consumption patterns, with social media emerging as the strongest predictor. Product price affects consumers' purchasing decisions through affordability and perceived value, while public awareness drives ethical and sustainable consumption behaviors. Social media plays a pivotal role in shaping trends and preferences through influencer marketing and user-generated content. The study underscores the interconnected nature of these variables and offers actionable insights for fashion brands to adapt to evolving consumer behaviors.
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