Impact Analysis Storytelling Marketing and Brand Trust on Fashion Purchasing Decisions with Moderation Digital Literacy (Case Study of XYZ Vocational School Students Majoring in Marketing)

Abstract

Purpose – This study aims to analyze the influence of storytelling marketing and brand trust on online fashion product purchasing decisions and examine the role of digital literacy as a moderating variable. Design/methodology/approach – The study used a quantitative approach with 54 respondents from SMK XYZ. Data were collected through questionnaires and analyzed using multiple linear regression and Moderated Regression Analysis (MRA). Findings – The results indicate that storytelling marketing and brand trust have a positive and significant influence on purchasing decisions. However, digital literacy did not moderate the relationship between these two variables and purchasing decisions. Research limitations/implications – This study was limited by the number of respondents and the specific research location. The results imply that strengthening storytelling marketing and brand trust strategies is important for improving consumer purchasing decisions.  Originality/value – his study offers a new perspective by examining the role of digital literacy as a moderating variable in the relationship between storytelling marketing, brand trust, and purchasing decisions in the context of online fashion among SMK students.