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 time-dependent industry. This study examines structural relationship model influence advertising variables, Electronic Word Mouth, brand awareness on Fashion Product Purchase Decisions with a quantitative approach through survey consumers Indonesia. A selection 250 people was selected by purposive non-probability sampling. Data were collected using self-administered questionnaire, which has been validity reliability test. data analyzed Covariance Based Structural Equation Modeling (CB-SEM) employee AMOS software. processing succeeded constructing that met Goodness Fit requirements (RMSEA= 0.082 GFI=0.929 TLI=0.935, CFI=0.961, Hoelter0.05=117). developed shows Advertising Mouth (e-WOM) significantly affect purchasing decisions for products. Furthermore, Awareness can substantially mediate electronic word mouth product