https://bussines.uho.ac.id/index.php/journal Lab. Adm. Bisnis, FISIP Universitas Halu Oleo en-US Business UHO : Jurnal Administrasi Bisnis 2503-1406 <div><strong>License Term</strong></div> <ol> <li class="show">Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a <a href="http://creativecommons.org/licenses/by-sa/4.0/" rel="license">Creative Commons Attribution-ShareAlike 4.0 International License</a>.</li> <li class="show">Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.</li> <li class="show">Every publication is open access for educational purposes, research, and library. Other than the aims mentioned above, the editorial board is not responsible for copyright violations.</li> </ol> <p><a href="http://creativecommons.org/licenses/by-sa/4.0/" rel="license"><img src="https://4.bp.blogspot.com/-LgpKO-JuBEg/XLwPlL_1hZI/AAAAAAAAJ7s/DfseqeUt0YEggZ9Eqz0fu8r8bHEL_fOeACK4BGAYYCw/s1600/1280px-CC-BY-SA_icon.svg.png" alt="Creative Commons License" /></a> <strong>Business UHO: Jurnal Administrasi Bisnis</strong> this work is licensed under a <a href="http://creativecommons.org/licenses/by-sa/4.0/" rel="license">Creative Commons Attribution-ShareAlike 4.0 International License</a></p> <p>Copyright ©2022 <strong>Author</strong> Powered by <a role="button" href="https://pkp.sfu.ca/ojs/" target="_blank" rel="noopener">Public Knowledge Project OJS</a></p> https://bussines.uho.ac.id/index.php/journal/article/view/119 <p><em>The surge in branded fashion consumption is a result of the advancement of online retail, particularly among working women with financial independence and a tendency to use social media intensively. Using brand image as a mediator, this study investigates how income and social media influence consumer decisions to purchase branded fashion products on Shopee. A quantitative approach was employed in this study. A survey was conducted among 153 female employees in Bandar Lampung City. A purposive sampling method was used to conduct the survey. Data were analyzed using the Partial Least Squares Structural Equation Model with SmartPLS software. The results revealed that income had a positive and significant effect on purchasing decisions. Although social media did not directly influence purchasing decisions, brand image was positively influenced by social media. Furthermore, brand image significantly influenced purchasing decisions, and the overall influence of social media offset the influence of social media. The results revealed that social media more dominantly influenced brand perception and image than direct purchasing decisions. This study provides theoretical benefits by emphasizing the role of brand image as a psychological mechanism in fashion shopping in the marketplace. This also provides practical benefits for fashion businesses on Shopee by emphasizing social media strategies to create a consistent and confident brand image.</em></p> Muhammad Sulaiman Imma Adiningtyas I Gusti Ngurah Dwi W Naafi Yudha Diputra Copyright (c) 2026 Muhammad Sulaiman, Imma Adiningtyas, I Gusti Ngurah Dwi W, Naafi Yudha Diputra https://creativecommons.org/licenses/by-nc-sa/4.0 2026-04-27 2026-04-27 11 1 1 16 10.52423/businessuho.v11i1.119