Examining the Role of Word of Mouth in Purchase Decision: An Insight From Fashion Store

Abstract

The fashion business has a dynamic that adapts to the trends that are lighthearted and favored. A store can survive by providing clothes that fit the trend and adapt to the wishes of consumers. Word of mouth has not been investigated much in providing information to consumers that a store is following the trend. The study aims to examine the role of word of mouth in mediating the effects of store atmosphere and brand loyalty toward purchase decisions. The research employs a quantitative approach, with 118 respondents appropriate as the research sample. The results indicate that brand loyalty, brand image, and word of mouth directly affect purchase decisions; however, store atmosphere does not affect consumer purchase. The result also indicates that word of mouth mediates brand loyalty, brand image, and store atmosphere towards consumer purchase decisions. Based on the result, word of mouth is a prominent aspect of determining purchase decisions. Consumers decide to purchase based on information suitable to the fashion trend. Positive information leads consumers to purchase; hence, the store should emphasize and utilize word of mouth to create consumer purchase decisions.

University’s Image Moderates the Influence of Location and Word of Mouth Marketing on the Decision to Chose a College

“…These results strengthen the theory of planned behavior where a student, before choosing a place to study, first plans by considering the location of the university, word of mouth marketing and the image of the university. The results of this study are in line with research (Chua et al, 2020); (Gosal et al, 2020); (Guerreiro and Pacheco, 2021); (Hikmah et al, 2022); (Ismagilova et al, 2020); (Prasad et al, 2019); (Sulthana and Vasantha, 2019); (Wiratama et al, 2022) who stated that word of mouth marketing had a positive influence on the decision to choose a university.…”

“…The decision to choose a college by students is related to the location of the college, word of mouth marketing and the image of the college. Several studies state that the location of a university influences a student's decision to choose a university to study at (Adhiansyah and Rizkyanfi, 2020); (Cynthia, Hermawan and Izzuddin, 2022); (Kelvinia et al, 2021); (Nuseir and El Refae, 2022); (Rachmawati et al, 2019); (Kao and Shimizu, 2020); (Sundari et al, 2021), other research also states that word of mouth marketing influences students' decisions in choosing a university (Chua et al, 2020); (Gosal et al, 2020); (Guerreiro and Pacheco, 2021); (Hikmah et al, 2022); (Ismagilova et al, 2020); (Prasad et al, 2019); (Sulthana and Vasantha, 2019); (Wiratama et al, 2022). Several studies state that location does not influence a student's decision to choose a university (Bachtiar and Purwanto, 2021); (Harahap et al, 2020), several studies also state that word of mouth marketing has no influence on students' decisions in choosing a university (Khanafi, 2021); (Slamet, Prasetyo and Azmala, 2022); (Suharyanto and Rahman, 2022).…”

Pengaruh Brand Image, Brand Trust dan E-Wom terhadap Keputusan Pembelian Makanan Menggunakan Jasa Shopeefood di Kota Palembang

“…Dapat dilihat bahwa Shopee telah berupaya menjaga kredibilitas merek dan citra merek, antara lain inovasi, keunggulan produk, ketepatan sasaran promosi dan harga yang kompetitif agar mendapatkan kepercayaan konsumen. Semakin baik brand image dan brand trust dari produk yang diperdagangkan, akan menaikkan keputusan membeli dari konsumen dan semakin banyak Word of mouth yang mereka miliki untuk menarik konsumen baru dan lainnya (Wiratama et al 2022). Electronic Word of mouth termasuk media yang sangatlah ampuh untuk menyampaikan jasa maupun produk terhadap lebih dari satu pembeli.…”

The Effect of Product Quality and Price Discounts on Word of Mouth and Purchasing Decisions at Esteh Indonesia

“…Word of Mouth (WOM) was made by companies for free to their loyal customers. WOM can also be defined as one of the important roles in purchasing decisions which serves to convince consumers that the desired product matches the criteria being sought (Wiratama et al, 2022; https://economics.pubmedia.id/index.php/jbhi Dabhilkar et al, 2011). There are several benefits of the wom strategy, namely being able to provide the best service for consumers, asking consumers to provide reviews, and utilizing social media (Miraza et al, 2021).…”