The Relationship Modelling of Advertising, Electronic Word of Mouth and Brand Awareness on Fashion Product Purchasing Decision
Article Sidebar
Picture in here are illustration from public domain image or provided by the author, as part of their works
Published:
Sep 29, 2022
Keywords:
Advertising, Electronic Word of Mounth, Brand Awareness, Purchasing Decision
Main Article Content
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
Article Details
Section
Articles
Copyright (c) 2022 Widayat, Nursakinah, Rahmad Widjaya
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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
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).
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
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).
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.
Clark, C. R., Doraszelski, U., & Draganska, M. (2009). The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data. Quantitative Marketing and Economics, 7(2), 207-236. doi:10.1007/s11129-009-9066-z
Daosue, C., & Wanarat, S. (2019). The Effects Of Advertising And Sales Promotion On Brand Awareness For A Food Product Brand In Wholesale Shops, Bangkok And Metropolitan Areas. ABAC Journal, 39(1), 57-75.
Diansyah, & Nurmalasari, A. I. (2017). Pengaruh Pemasaran Internet Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Dengan Kesadaran Merek Sebagai Variabel Intervening Pada Mahasiswa Universitas 17 Agustus 1945 Jakarta. Journal Of Business Studies, 2(1), 84-98.
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59. doi:10.1016/j.jretconser.2020.102345
Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials. Internet Research, 25(4), 498-526. doi:10.1108/IntR-01-2014-0020
Hair, J. F., C., J. W., J., B. B., Rolph, B., & Anderson, E. (2010). Multivariate Data Analysis (Seventh Edition ed.): Pearson British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library.
Hamouda, M., & Tabbane, R. S. (2013). Impact of Electronic Word of Mouth Evaluation on Purchase Intention. International Journal of Online Marketing, 3(2), 20-37. doi:10.4018/ijom.2013040102
Herawatia, Prajanti, S. D. W., & Kardoyo. (2019). Predicted Purchasing Decisions from Lifestyle, Product Quality and Price Through Purchase Motivation. Journal of Economic Education, 8(1), 1 - 11.
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351. doi:10.1108/jpbm-05-2013-0299
Jaini, A., Quoquab, F., Mohammad, J., & Hussin, N. (2020). “I buy green products, do you…?” “I buy green products, do you...?” The moderating effect of eWOM on green purchase behavior in Malaysian cosmetics industry. International Journal of Pharmaceutical and Healthcare Marketing, 14(1), 89-112. doi:10.1108/ijphm-02-2019-0017
Kanagal, N. (2016). An Extended Model of Behavioural Process in Consumer Decision Making. International Journal of Marketing Studies, 8(4). doi:10.5539/ijms.v8n4p87
Kim, M. J., Lee, C.-K., & Jung, T. (2018). Exploring Consumer Behavior in Virtual Reality Tourism Using an Extended Stimulus-Organism-Response Model. Journal of Travel Research, 59(1), 69-89. doi:10.1177/0047287518818915
Kumar, D. P., & Raju, K. V. (2013). The Role of Advertising in Consumer Decision Making. IOSR Journal of Business and Management (IOSR-JBM), 14(4), 37-45.
Macdonald, E. K., & Sharp, B. M. (2000). Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication. Journal of Business Research, 48(1), 5-15. doi:10.1016/s0148-2963(98)00070-8
Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., & Ahmad, M. N. a. B. (2013). Impact of Brand Image and Advertisement on Consumer Buying Behavior. World Applied Sciences Journal 23 (1): 117-122, 2013 ISSN 1818-4952 © IDOSI Publications, 2013 DOI: 10.5829/idosi.wasj.2013.23.01.824. doi:10.5829/idosi.wasj.2013.23.01.824
Maryam, T., Tanveer, A., Muhammad, A., & Asif, I. (2017). EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image. Pakistan Administrative Review, 1(1), 84-102.
Natassia, R., & Sari, M. K. (2016). Pengaruh Kualitas Produk Dan Iklan Terhadap Keputusan Pembelian Handphone Blackberry (Studi Kasus Blackberry Center Veteran Padang). Jurnal Praktik Bisnis, 5(1), 15 - 26.
Navithasulthana, A., & Shanmugam, V. (2019). Influence Of Electronic Word Of Mouth eWOM On Purchase Intention. INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH, 8(10).
Nuseir, M. T. (2019). The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries – a case of (UAE). Journal of Islamic Marketing, 10(3), 759-767. doi:10.1108/jima-03-2018-0059
Oladepo, O. I., & Abimbola, O. S. (2015). The Influence Of Brand Image And Promotional Mix On Consumer Buying Decision- A Study Of Beverage Consumers In Lagos State, Nigeria. British Journal of Marketing Studies, 3, 97-109.
Park, S., & Nicolau, J. L. (2015). Differentiated effect of advertising: Joint vs. separate consumption. Tourism Management, 47, 107-114. doi:10.1016/j.tourman.2014.09.018
Pyo, N. H. L. (2020). The Application of Stimulus-Organism-Response (SOR) Theory for Studying Workforce Contributions in the Pineapple Factories in Chiang Rai.
Raharja, S. u. J., & Dewakanya, A. C. (2020). Impact of electronic word-of-mouth on brand awareness in the video game sector: a study on Digital Happiness. Int. J. Trade and Global Markets, Vol. 13, No. 1, 21-30.
Rahman, M. S., Hossain, M. A., Hoque, M. T., Rushan, M. R. I., & Rahman, M. I. (2020). Millennials’ purchasing behavior toward fashion clothing brands: influence of brand awareness and brand schematicity. Journal of Fashion Marketing and Management: An International Journal, 25(1), 153-183. doi:10.1108/jfmm-07-2019-0137
Ruslim, A. C., & Tumewu, F. J. (2015). The Influence Of Advertisement, Perceived Price, And Brand Image On Consumer Buying Decision To Asus Mobile Phone. Jurnal EMBA, 3(3), 393-401.
Selvi, B. N. M., & Thomson, J. E. (2016). An Exploratory Study on the Electronic Word of Mouth Communication in Promoting Brands in the Online Platforms. Intelligent Information Management, 08(05), 115-141. doi:10.4236/iim.2016.85010
Setiawan, B., & Rabuani, C. C. (2019). Pengaruh Iklan dan Endorser terhadap Brand Awareness Serta Dampaknya pada Keputusan Pembelian. Riset, 1(1), 001-015. doi:10.35212/277621
Severi, E., Choon Ling, K., & Nasermoadeli, A. (2014). The Impacts of Electronic Word of Mouth on Brand Equity in the Context of Social Media. International Journal of Business and Management, 9(8). doi:10.5539/ijbm.v9n8p84
Siddique, M. Z. R., & Hossain, A. (2018). Sources of Consumers Awareness toward Green Products and Its Impact on Purchasing Decision in Bangladesh. Journal of Sustainable Development, 11(3). doi:10.5539/jsd.v11n3p9
Siddiqui, M. S., Siddiqui, U. A., Khan, M. A., Alkandi, I. G., Saxena, A. K., & Siddiqui, J. H. (2021). Creating Electronic Word of Mouth Credibility through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 1008-1024. doi:10.3390/jtaer16040057
Srivastava, N. (2017). Advertisement influence and purchase decision of the consumers in India. International Research Journal of Engineering and Technology (IRJET), 04(05), 2424-2427.
Sulthana, A. N., & S.Vasantha. (2019). Influence Of Electronic Word Of Mouth eWOM On Purchase Intention. INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH, 8(10), 1-5.
Sunaryo, & Sudiro, A. (2017). The Impact of Brand Awareness on Purchase Decision: Mediating Effect of Halal logo and Religious beliefs on Halal Food in Malang Indonesia. Proceedings of Sydney International Business Research Conference, Novotel Sydney Central, Sydney, Australia, 24-26 March.
Suparno, C. (2020). Online purchase intention of halal cosmetics: S-O-R framework application. Journal of Islamic Marketing, ahead-of-print(ahead-of-print). doi:10.1108/jima-09-2019-0192
Tan, C. C., Praditmon, W., Pattanadeekul, A., & Chimwan, S. (2019). Intercepting Stimulus-Organism-Response Model, Theory of Planned Behavior and Theory of Expectancy Confirmation in the Study of Smartphone Consumer Behavior: A Thai University Student Perspective. Asia Pacific Journal of Religions and Cultures, 3(2), 27-48.
Torlak, O., Ozkara, B. Y., Tiltay, M. A., Cengiz, H., University, K., & Fatih, M. (2014). The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention: An Application Concerning Cell Phone Brands for Youth Consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61-68.
Vivil, Y. (2015). Pengaruh Kualitas Produk, Harga Dan Iklan Terhadap Keputusan Pembelian Handphone Blackberry (Studi Kasus Blackberry Center Veteran Padang). economica, 2(2), 165-173. doi:10.22202/economica.2014.v2.i2.229
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2021). Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media. Australasian Marketing Journal, 28(4), 160-170. doi:10.1016/j.ausmj.2020.03.002
Wicaksono, M. P. A., & Seminari, N. K. (2016a). Pengaruh Iklan Dan Word Of Mouth Terhadap Brand Awareness Traveloka. E-Jurnal Manajemen Unud, 5(8), 5098-5127.
Wicaksono, M. P. A., & Seminari, N. K. (2016b). Pengaruh Iklan Dan Word Of Mouth Terhadap Brand Awareness Traveloka. E-Jurnal Manajemen Unud, Vol. 5, No.8, 2016: 5098-5127 ISSN : 2302-8912.
Zhao, L., Li, M., & Sun, P. (2021). Neo-Fashion: A Data-Driven Fashion Trend Forecasting System Using Catwalk Analysis. Clothing and Textiles Research Journal. doi:10.1177/0887302x211004299
Zhong, Y., & Mitra, S. (2020). The role of fashion retail buyers in China and the buyer decision-making process. Journal of Fashion Marketing and Management: An International Journal, 24(4), 631-649. doi:10.1108/jfmm-03-2018-0033
Zia, N. u. (2016). The Role Of Advertising On Consumer Buying Decision In Pakistan. Singaporean Journal of Business economics, and management Studies (SJBem), 5(4), 39-47.
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).
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
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).
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.
Clark, C. R., Doraszelski, U., & Draganska, M. (2009). The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data. Quantitative Marketing and Economics, 7(2), 207-236. doi:10.1007/s11129-009-9066-z
Daosue, C., & Wanarat, S. (2019). The Effects Of Advertising And Sales Promotion On Brand Awareness For A Food Product Brand In Wholesale Shops, Bangkok And Metropolitan Areas. ABAC Journal, 39(1), 57-75.
Diansyah, & Nurmalasari, A. I. (2017). Pengaruh Pemasaran Internet Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Dengan Kesadaran Merek Sebagai Variabel Intervening Pada Mahasiswa Universitas 17 Agustus 1945 Jakarta. Journal Of Business Studies, 2(1), 84-98.
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59. doi:10.1016/j.jretconser.2020.102345
Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials. Internet Research, 25(4), 498-526. doi:10.1108/IntR-01-2014-0020
Hair, J. F., C., J. W., J., B. B., Rolph, B., & Anderson, E. (2010). Multivariate Data Analysis (Seventh Edition ed.): Pearson British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library.
Hamouda, M., & Tabbane, R. S. (2013). Impact of Electronic Word of Mouth Evaluation on Purchase Intention. International Journal of Online Marketing, 3(2), 20-37. doi:10.4018/ijom.2013040102
Herawatia, Prajanti, S. D. W., & Kardoyo. (2019). Predicted Purchasing Decisions from Lifestyle, Product Quality and Price Through Purchase Motivation. Journal of Economic Education, 8(1), 1 - 11.
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351. doi:10.1108/jpbm-05-2013-0299
Jaini, A., Quoquab, F., Mohammad, J., & Hussin, N. (2020). “I buy green products, do you…?” “I buy green products, do you...?” The moderating effect of eWOM on green purchase behavior in Malaysian cosmetics industry. International Journal of Pharmaceutical and Healthcare Marketing, 14(1), 89-112. doi:10.1108/ijphm-02-2019-0017
Kanagal, N. (2016). An Extended Model of Behavioural Process in Consumer Decision Making. International Journal of Marketing Studies, 8(4). doi:10.5539/ijms.v8n4p87
Kim, M. J., Lee, C.-K., & Jung, T. (2018). Exploring Consumer Behavior in Virtual Reality Tourism Using an Extended Stimulus-Organism-Response Model. Journal of Travel Research, 59(1), 69-89. doi:10.1177/0047287518818915
Kumar, D. P., & Raju, K. V. (2013). The Role of Advertising in Consumer Decision Making. IOSR Journal of Business and Management (IOSR-JBM), 14(4), 37-45.
Macdonald, E. K., & Sharp, B. M. (2000). Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication. Journal of Business Research, 48(1), 5-15. doi:10.1016/s0148-2963(98)00070-8
Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., & Ahmad, M. N. a. B. (2013). Impact of Brand Image and Advertisement on Consumer Buying Behavior. World Applied Sciences Journal 23 (1): 117-122, 2013 ISSN 1818-4952 © IDOSI Publications, 2013 DOI: 10.5829/idosi.wasj.2013.23.01.824. doi:10.5829/idosi.wasj.2013.23.01.824
Maryam, T., Tanveer, A., Muhammad, A., & Asif, I. (2017). EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image. Pakistan Administrative Review, 1(1), 84-102.
Natassia, R., & Sari, M. K. (2016). Pengaruh Kualitas Produk Dan Iklan Terhadap Keputusan Pembelian Handphone Blackberry (Studi Kasus Blackberry Center Veteran Padang). Jurnal Praktik Bisnis, 5(1), 15 - 26.
Navithasulthana, A., & Shanmugam, V. (2019). Influence Of Electronic Word Of Mouth eWOM On Purchase Intention. INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH, 8(10).
Nuseir, M. T. (2019). The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries – a case of (UAE). Journal of Islamic Marketing, 10(3), 759-767. doi:10.1108/jima-03-2018-0059
Oladepo, O. I., & Abimbola, O. S. (2015). The Influence Of Brand Image And Promotional Mix On Consumer Buying Decision- A Study Of Beverage Consumers In Lagos State, Nigeria. British Journal of Marketing Studies, 3, 97-109.
Park, S., & Nicolau, J. L. (2015). Differentiated effect of advertising: Joint vs. separate consumption. Tourism Management, 47, 107-114. doi:10.1016/j.tourman.2014.09.018
Pyo, N. H. L. (2020). The Application of Stimulus-Organism-Response (SOR) Theory for Studying Workforce Contributions in the Pineapple Factories in Chiang Rai.
Raharja, S. u. J., & Dewakanya, A. C. (2020). Impact of electronic word-of-mouth on brand awareness in the video game sector: a study on Digital Happiness. Int. J. Trade and Global Markets, Vol. 13, No. 1, 21-30.
Rahman, M. S., Hossain, M. A., Hoque, M. T., Rushan, M. R. I., & Rahman, M. I. (2020). Millennials’ purchasing behavior toward fashion clothing brands: influence of brand awareness and brand schematicity. Journal of Fashion Marketing and Management: An International Journal, 25(1), 153-183. doi:10.1108/jfmm-07-2019-0137
Ruslim, A. C., & Tumewu, F. J. (2015). The Influence Of Advertisement, Perceived Price, And Brand Image On Consumer Buying Decision To Asus Mobile Phone. Jurnal EMBA, 3(3), 393-401.
Selvi, B. N. M., & Thomson, J. E. (2016). An Exploratory Study on the Electronic Word of Mouth Communication in Promoting Brands in the Online Platforms. Intelligent Information Management, 08(05), 115-141. doi:10.4236/iim.2016.85010
Setiawan, B., & Rabuani, C. C. (2019). Pengaruh Iklan dan Endorser terhadap Brand Awareness Serta Dampaknya pada Keputusan Pembelian. Riset, 1(1), 001-015. doi:10.35212/277621
Severi, E., Choon Ling, K., & Nasermoadeli, A. (2014). The Impacts of Electronic Word of Mouth on Brand Equity in the Context of Social Media. International Journal of Business and Management, 9(8). doi:10.5539/ijbm.v9n8p84
Siddique, M. Z. R., & Hossain, A. (2018). Sources of Consumers Awareness toward Green Products and Its Impact on Purchasing Decision in Bangladesh. Journal of Sustainable Development, 11(3). doi:10.5539/jsd.v11n3p9
Siddiqui, M. S., Siddiqui, U. A., Khan, M. A., Alkandi, I. G., Saxena, A. K., & Siddiqui, J. H. (2021). Creating Electronic Word of Mouth Credibility through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 1008-1024. doi:10.3390/jtaer16040057
Srivastava, N. (2017). Advertisement influence and purchase decision of the consumers in India. International Research Journal of Engineering and Technology (IRJET), 04(05), 2424-2427.
Sulthana, A. N., & S.Vasantha. (2019). Influence Of Electronic Word Of Mouth eWOM On Purchase Intention. INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH, 8(10), 1-5.
Sunaryo, & Sudiro, A. (2017). The Impact of Brand Awareness on Purchase Decision: Mediating Effect of Halal logo and Religious beliefs on Halal Food in Malang Indonesia. Proceedings of Sydney International Business Research Conference, Novotel Sydney Central, Sydney, Australia, 24-26 March.
Suparno, C. (2020). Online purchase intention of halal cosmetics: S-O-R framework application. Journal of Islamic Marketing, ahead-of-print(ahead-of-print). doi:10.1108/jima-09-2019-0192
Tan, C. C., Praditmon, W., Pattanadeekul, A., & Chimwan, S. (2019). Intercepting Stimulus-Organism-Response Model, Theory of Planned Behavior and Theory of Expectancy Confirmation in the Study of Smartphone Consumer Behavior: A Thai University Student Perspective. Asia Pacific Journal of Religions and Cultures, 3(2), 27-48.
Torlak, O., Ozkara, B. Y., Tiltay, M. A., Cengiz, H., University, K., & Fatih, M. (2014). The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention: An Application Concerning Cell Phone Brands for Youth Consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61-68.
Vivil, Y. (2015). Pengaruh Kualitas Produk, Harga Dan Iklan Terhadap Keputusan Pembelian Handphone Blackberry (Studi Kasus Blackberry Center Veteran Padang). economica, 2(2), 165-173. doi:10.22202/economica.2014.v2.i2.229
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2021). Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media. Australasian Marketing Journal, 28(4), 160-170. doi:10.1016/j.ausmj.2020.03.002
Wicaksono, M. P. A., & Seminari, N. K. (2016a). Pengaruh Iklan Dan Word Of Mouth Terhadap Brand Awareness Traveloka. E-Jurnal Manajemen Unud, 5(8), 5098-5127.
Wicaksono, M. P. A., & Seminari, N. K. (2016b). Pengaruh Iklan Dan Word Of Mouth Terhadap Brand Awareness Traveloka. E-Jurnal Manajemen Unud, Vol. 5, No.8, 2016: 5098-5127 ISSN : 2302-8912.
Zhao, L., Li, M., & Sun, P. (2021). Neo-Fashion: A Data-Driven Fashion Trend Forecasting System Using Catwalk Analysis. Clothing and Textiles Research Journal. doi:10.1177/0887302x211004299
Zhong, Y., & Mitra, S. (2020). The role of fashion retail buyers in China and the buyer decision-making process. Journal of Fashion Marketing and Management: An International Journal, 24(4), 631-649. doi:10.1108/jfmm-03-2018-0033
Zia, N. u. (2016). The Role Of Advertising On Consumer Buying Decision In Pakistan. Singaporean Journal of Business economics, and management Studies (SJBem), 5(4), 39-47.