THE IMPACT OF CONSUMER LIFESTYLE, SOCIAL MEDIA INFLUENCE AND SERVICE MARKETING FACTORS TOWARD CONSUMER PURCHASING DECISIONS IN THE HIGH END WOMEN FASHION INDUSTRY IN MYANMAR

Abstract

This study examines how consumer lifestyle, social media influence, and service marketing factors affect purchasing decisions in Myanmar’s high-end women’s fashion industry. Using a quantitative approach, data were collected from consumers who regularly purchase luxury fashion products. The findings show that lifestyle characteristics, social media engagement, particularly influencer content and brand visibility, and service marketing elements such as service quality, personalization, and brand experience all significantly influence purchase decisions. Overall, modern Myanmar consumers place strong importance on social media presence and premium service experiences when choosing luxury fashion brands. The study offers practical insights for fashion brands, emphasizing the need to strengthen digital marketing strategies, enhance customer engagement, and deliver high-quality, personalized services to remain competitive in Myanmar’s growing luxury market.