This study aims to analyze the influence of marketing content and brand image on the purchase intention of fashion products on Shopee in Depok City, both partially and simultaneously. The research adopts a quantitative approach with data collected through a Likert-scale questionnaire. A total of 176 respondents, who are Shopee users in Depok City and have purchased fashion products on the platform, participated in this study. The sampling technique employed was non-probability sampling using a purposive sampling method. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 27.

The results reveal that Content Maketing and Brand Image have a positive and significant effect on Purchase Intention, both individually and simultaneously. The coefficient of determination (R) is 0,726 indicating that the two independent variables contribute 72,6% to the variation in purchase intention, while the remaining 27.47% is influenced by other factors outside this study.

Keywords: Marketing Content, Brand Image, Purchase Intention, Shopee, Fashion. Depok City