The Influence of e-WOM, Fashion Trends, and Income on the Consumption Style of the Muslim Community in Palopo City: A Quantitative Analysis

This study aims to investigate the influence of electronic word of mouth (e-WOM), fashion trends, and income on the consumption style of the Muslim community in Palopo City, Indonesia. Employing a quantitative approach, data were collected through structured questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that both e-WOM and fashion trends significantly shape consumption behavior, while income exhibits a moderate effect. The study highlights the critical role of digital interactions and cultural trends in influencing purchasing decisions among urban Muslim consumers. These insights provide practical implications for policymakers and marketers aiming to enhance community welfare through digital literacy and targeted socio-economic strategies.