INFLUENCE MEETS EFFICIENCY: EXAMINING THE ROLE OF SOCIAL MEDIA INFLUENCERS AND INTEGRATED LOGISTICS IN SHAPING CONSUMER PURCHASE DECISIONS IN THE FASHION INDUSTRY

Abstract

The rapid growth of social media platforms has transformed marketing practices in the fashion industry, increasing the strategic importance of social media influencers and efficient logistics systems in shaping consumer behavior. This study examines the impact of Social Media Influencers (SMI) and Integrated Logistics (IL) on Consumer Purchase Decisions (CPD). A quantitative research design was employed, and data were collected through a structured questionnaire from 400 university students in Quetta using convenience sampling. Reliability analysis confirmed strong internal consistency for all constructs. Correlation analysis revealed significant positive relationships among social media influencers, integrated logistics, and consumer purchase decisions. Multiple regression analysis further indicated that both social media influencers and integrated logistics significantly predict consumer purchase decisions, with integrated logistics emerging as the stronger predictor. The findings suggest that while influencer marketing effectively generates consumer interest and purchase intention, efficient logistics play a critical role in converting intention into actual purchasing behavior. The study contributes to existing literature by highlighting the complementary role of marketing influence and operational efficiency in consumer decision-making. Practically, the results emphasize the need for fashion brands to align influencer marketing strategies with robust logistics systems to enhance customer satisfaction and competitive advantage.