Author:
Widayat ,Nursakinah ,Widjaya Rahmad
Abstract
The consumer behavior of fashion products in online shops is becoming an exciting topic to be re-investigated, because the dynamics and volatility in time-dependent the fashion industry. This study examines the structural relationship model of the influence of advertising variables, Electronic Word of Mouth, and brand awareness on Fashion Product Purchase Decisions with a quantitative approach through a survey of consumers of fashion products in Indonesia. A selection of 250 people was selected by purposive non-probability sampling. Data were collected using a self-administered questionnaire, which has been a validity and reliability test. The collected data were analyzed by Covariance Based Structural Equation Modeling (CB-SEM) employee the AMOS software. Data processing succeeded in constructing a model that met the Goodness of Fit requirements (RMSEA= 0.082 GFI=0.929 TLI=0.935, CFI=0.961, and Hoelter0.05=117). The developed model shows that Advertising and Electronic Word of Mouth (e-WOM) significantly affect purchasing decisions for fashion products. Furthermore, brand Awareness can substantially mediate the influence of advertising and electronic word of mouth on fashion product purchasing decisions
Publisher
Universitas Muhammadiyah Sidoarjo
Subject
General Chemical Engineering
Reference48 articles.
1. Ali, H. (2019). Building Repurchase Intention and Purchase Decision: Brand Awareness and Brand Loyalty Analysis (Case Study Private Label Product in Alfamidi Tangerang). Saudi Journal of Humanities and Social Sciences, 04(09), 623-634. doi:10.36348/SJHSS.2019.v04i09.009
2. Almana, A. M., & Mirza, A. A. (2013). The Impact of Electronic Word of Mouth on Consumers’ Purchasing Decisions. International Journal of Computer Applications, 82(9).
3. Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision. Journal of Public Value and Administration Insights, 2(2), 5-10. doi:10.31580/jpvai.v2i2.896
4. B.A. Chukwu, E. C. K., & Ezeabogu, A. N. (2019). The Impact Of Advertising On Consumers Buying Behaviour. International Journal of Arts and Commerce, 8(1).
5. Chi, H. K., Yeh, H. R., & Yang, Y. T. (2009). The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty. The Journal of International Management Studies, Volume 4, Number 1, 135-143.
Cited by
1 articles.
订阅此论文施引文献
订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献