The Relationship Modelling of Advertising, Electronic Word of Mouth and Brand Awareness on Fashion Product Purchasing Decision

JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Pub Date : 2022-09-29 DOI:10.21070/jbmp.v8i2.1601

Widayat, Nursakinah, Rahmad Widjaya

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引用次数: 4

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

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广告、电子口碑和品牌意识对时尚产品购买决策的关系模型

消费者在网上商店购买时尚产品的行为正成为一个令人兴奋的话题，需要重新研究，因为时尚行业的动态和波动性依赖于时间。本研究通过对印尼时尚产品消费者的调查，以定量方法探讨广告变量、电子口碑和品牌知名度对时尚产品购买决策影响的结构关系模型。通过有目的的非概率抽样选出250人。数据收集采用自填问卷，已进行了效度和信度检验。采用基于协方差的结构方程模型(CB-SEM)，利用AMOS软件对收集的数据进行分析。数据处理成功构建了符合拟合优度要求的模型(RMSEA= 0.082 GFI=0.929 TLI=0.935, CFI=0.961, Hoelter0.05=117)。建立的模型显示，广告和电子口碑显著影响时尚产品的购买决策。此外，品牌意识可以在很大程度上调解广告和电子口碑对时尚产品购买决策的影响

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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JBMP (Jurnal Bisnis, Manajemen dan Perbankan)

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