The development of digital technology has changed the way consumers interact with brands, with social media now becoming the main platform for digital marketing. Strategies such as endorsements by social media influencers and electronic word of mouth (E-WOM) have become increasingly popular approaches to building brand awareness and influencing consumer purchasing decisions. Yuikaa Fashion Store, as an online fashion industry player, has also utilized these two strategies in an effort to increase consumer interest in purchasing. However, the effectiveness of implementing these strategies still faces various challenges, such as the selection of unappealing influencers, a lack of content updates that follow trends, and negative reviews from consumers. Based on these phenomena, this study aims to analyze the influence of influencer endorsements and E-WOM on consumer purchasing interest at Yuikaa Fashion Store. The results of this study are expected to provide practical contributions to the development of digital marketing strategies and enrich academic literature on consumer behavior within the context of the online fashion industry.

This research aims to determine and analyze the influence of marketing mix and brand image as a marketing strategy. Before marketing activities occur, it is important for business actors, in this case weaving SMEs in Bima City, to know buyer behavior first to know what strategies will be implemented to market woven products. Determining a marketing strategy through a marketing mix that is right on target and increasing the brand image of woven products can increase consumer purchasing decisions as well as an effort to maintain the existence of local products in Bima City. The type of research in this research is quantitative. The method used in this research is an explanatory survey approach, namely through collecting data from respondents. The research instrument used was a questionnaire with a Likert scale containing a list of questions for respondents to answer. The sample in this study amounted to 200 people. Then, to test the research, it was carried out with the help of Smart Partial Least Square (SmartPLS) Software. The research results marketing mix and brand image have a significant influence on the decision to purchase woven fabric as an effort to maintain the existence of local products in Bima City