This study aims to examine the effect of fashion involvement on impulsive buying mediated by hedonic consumption tendencies. The population in this study are consumers of ZARA fashion products who have made unplanned purchases in Kuta, whose numbers cannot be identified (infinite). The number of respondents involved in this study was 100 respondents. The data in this study were obtained from the results of filling out a questionnaire. Further research data were analyzed using the Partial Least Square (PLS) analysis technique with the help of the Smart PLs program. Based on the results of the PLS analysis, the results show that (1) the involvement of fashion has a positive and significant effect on impulsive buying of Zara's fashion products, (2) The involvement of fashion has a positive and significant effect on the tendency of hedonic consumption, (3) The tendency of hedonic consumption has a positive and significant effect on purchases impulsive fashion products Zara and (4) the hedonic consumption tendency can mediate the influence of fashion involvement on impulsive buying.

Various efforts made by the company to improve the company's positive WoM, one of which is by utilizing CSR activities. This study aims to explain the effect of CSR on corporate image, the influence of CSR on WoM, the influence of corporate image on WoM and the role of corporate image mediate the influence of CSR on WoM. The research design is associative research. Object in research is CSR program conducted by a company able to influence WoM and corporate image. In this study the sample used is the community who know or hear the CSR program BRI in Denpasar. The sample used is 95 respondents obtained by using purposive sampling method. Data collection method in this research is questionnaire. This research model will be tested using Partial Least Square (PLS). The results of the analysis show that the influence of CSR on image, the influence of CSR on WoM, the influence of image to WoM and the role of corporate image in mediating CSR to WoM there is significant relationship and the relationship of both positive.