THE IMPACT OF SOCIAL MEDIA INFLUENCE, CONSUMER LIFESTYLE, AND MARKETING STRATEGIES, FACTORS TOWARDS BRAND REPUTATION IN THE FASHION BUSINESS INDUSTRY.

Abstract

This research aims to understand the impact of that factor toward the brand reputation in the business industry. The three independent variables of this study are to understand the dependent variable of brand reputation: Social media influence, consumer lifestyle, and marketing strategies. Sub-variables for social media influence included factors such as content, trends, and influencers, which are connected to each other, and influencers doing and making their content based on the trends. The sub-variables for consumer lifestyle would be fashion, trends, and services. The sub-variables for marketing strategies included price, promotion and product. Quantitative research was adopted to collect the data from the 50 respondents who were everywhere, and every one based on social media posts for the survey with who working in every industry, and a snowball sampling method was used to collect the survey from social media contacts using Google Forms for this study. The questionnaire comprises multiple choice questions for demographic data and a five-point Likert scale for independent variables and dependent variables. The result of this study shows how exactly the brand reputation in the business industry is impacted by which factors. The results revealed that there is a significant effect between the independent variables ( social media influence, consumer lifestyle and marketing strategies) and the dependent variable ( brand reputation )