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

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