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.
Keyword : word of mouth, purchase decision, store atmosphere, brand loyalty, brand image
How to Cite
Wiratama, B., Wijaya, A. P., Prihandono, D., Wijayanto, A., & Suhud, U. (2022). Examining the role of word of mouth in purchase decision: an insight from fashion store. Business: Theory and Practice, 23(1), 231–238. https://doi.org/10.3846/btp.2022.12554
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Duan, J., & Dholakia, R. R. (2017). Posting purchases on social media increases happiness: The mediating roles of purchases’ impact on self and interpersonal relationships. Journal of Consumer Marketing, 34(5), 404–413. https://doi.org/10.1108/JCM-07-2016-1871
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Fetscherin, M., Boulanger, M., Souki, G. Q., & Filho, C. G. (2014). The effect of product category on consumer brand relationships. The Journal of Product and Brand Management, 23(2), 78–89. https://doi.org/10.1108/JPBM-05-2013-0310
Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the symmetrical and asymmetrical paths to brand loyalty and brand purchase intention. Journal of Business Research, 89, 462–474. https://doi.org/10.1016/j.jbusres.2018.01.031
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Naletelich, K., & Paswan, A. K. (2018). Art infusion in retailing: The effect of art genres. Journal of Business Research, 85, 514–522. https://doi.org/10.1016/j.jbusres.2017.10.030
Nell, E. C. (2017). The impact of sensory environments on consumer buying behaviour: A study of visual displays and sight atmospherics. Journal of Business and Retail Management Research, 11(2), 155–164.
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(4), 97–109.
Prihandono, D., Wijaya, A. P., Rizqiana, I., Yahya, W. K., & Prabumenang, A. K. R. (2020). Green marketing tools effect on consumer buying decision in the bottled water industry. Humanities & Social Sciences Reviews, 8(4), 537–546. https://doi.org/10.18510/hssr.2020.8453
Propheto, A., Kartini, D., Sucherly, S., & Oesman, Y. (2020). Marketing performance as implication of brand image mediated by trust. Management Science Letters, 10(4), 741–746. https://doi.org/10.5267/j.msl.2019.10.023
Rather, R. A., & Camilleri, M. A. (2019). The effects of service quality and consumer-brand value congruity on hospitality brand loyalty. Anatolia, 30(4), 547–559. https://doi.org/10.1080/13032917.2019.1650289
Rialti, R., Zollo, L., Pellegrini, M. M., & Ciappei, C. (2017). Exploring the antecedents of brand loyalty and electronic word of mouth in social-media-based brand communities: Do gender differences matter? Journal of Global Marketing, 30(3), 147–160. https://doi.org/10.1080/08911762.2017.1306899
Sallam, M. A. (2014). The effects of brand image and brand identification on brand love and purchase decision making: The role of WOM. International Business Research, 7(10), 187–193. https://doi.org/10.5539/ibr.v7n10p187
Severi, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125–137. https://doi.org/10.5539/ass.v9n3p125
Shah, S. M. M., Sohu, J. M., Dakhan, S. A., Ali, R. S., Junejo, I., & Chouhan, I. M. (2021). The reinvesting impact of promotional activity and store atmosphere on impulse buying behavior: The mediating role of payment facility. TEM Journal, 10(1), 221–225. https://doi.org/10.18421/TEM101-28
Srivastava, R. K. (2015). How differing demographic factors impact consumers’ loyalty towards national or international fast food chains a comparative study in emerging markets. British Food Journal, 117(4), 1354–1376. https://doi.org/10.1108/BFJ-07-2014-0230
Su, J., & Chang, A. (2018). Factors affecting college students’ brand loyalty toward fast fashion: A consumer-based brand equity approach. International Journal of Retail and Distribution Management, 46(1), 90–107. https://doi.org/10.1108/IJRDM-01-2016-0015
Tien, D. H., Rivas, A. A. A., & Liao, Y. K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238–249. https://doi.org/10.1016/j.apmrv.2018.06.003
Wijaya, A. P., & Annisa, I. T. (2020). The influence of brand image, brand trust and product packaging information on purchasing decisions. Jurnal Analisis Bisnis Ekonomi, 18(1), 24–35. https://doi.org/10.31603/bisnisekonomi.v18i1.3077
Wijaya, A. P. (2017). Role of experience in customer self-congruity to maintaining loyalty: A study on fashion store. Entrepreneurial Business and Economics Review, 5(3), 189–198. http://doi.org/10.15678/EBER.2017.050310
Wahyu, W. D., Achmad, F., & Zainul, A. (2017). The effect of online store atmosphere towards emotion and its impact on purchase decision. Russian Journal of Agricultural and Socio-Economic Sciences, 64(4), 82–93. https://doi.org/10.18551/rjoas.2017-04.11
Blasi, S., Brigato, L., & Sedita, S. R. (2020). Eco-friendliness and fashion perceptual attributes of fashion brands: An analysis of consumers’ perceptions based on twitter data mining. Journal of Cleaner Production, 244, 118701. https://doi.org/10.1016/j.jclepro.2019.118701
Blut, M., Teller, C., & Floh, A. (2018). Testing retail marketing-mix effects on patronage: A meta-analysis. Journal of Retailing, 94(2), 113–135. https://doi.org/10.1016/j.jretai.2018.03.001
Cheung, C. M. K., & Lee, M. K. O. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218–225. https://doi.org/10.1016/j.dss.2012.01.015
Duan, J., & Dholakia, R. R. (2017). Posting purchases on social media increases happiness: The mediating roles of purchases’ impact on self and interpersonal relationships. Journal of Consumer Marketing, 34(5), 404–413. https://doi.org/10.1108/JCM-07-2016-1871
Durrani, B. A., Godil, D. I., Baig, M. U., & Sajid, S. (2015). Impact of brand image on buying behaviour among teenagers. European Scientific Journal, 11(5), 155–168.
Fetscherin, M., Boulanger, M., Souki, G. Q., & Filho, C. G. (2014). The effect of product category on consumer brand relationships. The Journal of Product and Brand Management, 23(2), 78–89. https://doi.org/10.1108/JPBM-05-2013-0310
Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the symmetrical and asymmetrical paths to brand loyalty and brand purchase intention. Journal of Business Research, 89, 462–474. https://doi.org/10.1016/j.jbusres.2018.01.031
Gillani, B. S., Haider, S. K.-F., & Jan, F. A. (2016). The relationship of clothing with personal identity of different clothing style personalities among working women. Journal of Management Info, 3(1), 1–4. https://doi.org/10.31580/jmi.v9i1.43
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2014). Multivariate data analysis (7th ed.). Pearson Education Limited Harlow.
Helmefalk, M., & Hultén, B. (2017). Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior. Journal of Retailing and Consumer Services, 38, 1–11. https://doi.org/10.1016/j.jretconser.2017.04.007
Hofmann, J., Schnittka, O., Johnen, M., & Kottemann, P. (2021). Talent or popularity: What drives market value and brand image for human brands? Journal of Business Research, 124, 748–758. https://doi.org/10.1016/j.jbusres.2019.03.045
Jung, J., Kim, S. J., & Kim, K. H. (2020). Sustainable marketing activities of traditional fashion market and brand loyalty. Journal of Business Research, 120, 294–301. https://doi.org/10.1016/j.jbusres.2020.04.019
Khudri, M. M., & Sultana, S. (2015). Determinants of service quality and impact of service quality and consumer characteristics on channel selection. British Food Journal, 117(8), 2078–2097. https://doi.org/10.1108/BFJ-12-2014-0431
Kim, D., Jang, S. C., & Adler, H. (2015). What drives café customers to spread eWOM? Examining self-relevant value, quality value, and opinion leadership. International Journal of Contemporary Hospitality Management, 27(2), 261–282. https://doi.org/10.1108/IJCHM-06-2013-0269
McNeill, L. S. (2018). Fashion and women’s self-concept: A typology for self-fashioning using clothing. Journal of Fashion Marketing and Management, 22(1), 82–98. https://doi.org/10.1108/JFMM-09-2016-0077
Millan, E., De Pelsmacker, P., & Wright, L. T. (2013). Clothing consumption in two recent EU Member States: A cross-cultural study. Journal of Business Research, 66(8), 975–982. https://doi.org/10.1016/j.jbusres.2011.12.020
Naletelich, K., & Paswan, A. K. (2018). Art infusion in retailing: The effect of art genres. Journal of Business Research, 85, 514–522. https://doi.org/10.1016/j.jbusres.2017.10.030
Nell, E. C. (2017). The impact of sensory environments on consumer buying behaviour: A study of visual displays and sight atmospherics. Journal of Business and Retail Management Research, 11(2), 155–164.
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(4), 97–109.
Prihandono, D., Wijaya, A. P., Rizqiana, I., Yahya, W. K., & Prabumenang, A. K. R. (2020). Green marketing tools effect on consumer buying decision in the bottled water industry. Humanities & Social Sciences Reviews, 8(4), 537–546. https://doi.org/10.18510/hssr.2020.8453
Propheto, A., Kartini, D., Sucherly, S., & Oesman, Y. (2020). Marketing performance as implication of brand image mediated by trust. Management Science Letters, 10(4), 741–746. https://doi.org/10.5267/j.msl.2019.10.023
Rather, R. A., & Camilleri, M. A. (2019). The effects of service quality and consumer-brand value congruity on hospitality brand loyalty. Anatolia, 30(4), 547–559. https://doi.org/10.1080/13032917.2019.1650289
Rialti, R., Zollo, L., Pellegrini, M. M., & Ciappei, C. (2017). Exploring the antecedents of brand loyalty and electronic word of mouth in social-media-based brand communities: Do gender differences matter? Journal of Global Marketing, 30(3), 147–160. https://doi.org/10.1080/08911762.2017.1306899
Sallam, M. A. (2014). The effects of brand image and brand identification on brand love and purchase decision making: The role of WOM. International Business Research, 7(10), 187–193. https://doi.org/10.5539/ibr.v7n10p187
Severi, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125–137. https://doi.org/10.5539/ass.v9n3p125
Shah, S. M. M., Sohu, J. M., Dakhan, S. A., Ali, R. S., Junejo, I., & Chouhan, I. M. (2021). The reinvesting impact of promotional activity and store atmosphere on impulse buying behavior: The mediating role of payment facility. TEM Journal, 10(1), 221–225. https://doi.org/10.18421/TEM101-28
Srivastava, R. K. (2015). How differing demographic factors impact consumers’ loyalty towards national or international fast food chains a comparative study in emerging markets. British Food Journal, 117(4), 1354–1376. https://doi.org/10.1108/BFJ-07-2014-0230
Su, J., & Chang, A. (2018). Factors affecting college students’ brand loyalty toward fast fashion: A consumer-based brand equity approach. International Journal of Retail and Distribution Management, 46(1), 90–107. https://doi.org/10.1108/IJRDM-01-2016-0015
Tien, D. H., Rivas, A. A. A., & Liao, Y. K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238–249. https://doi.org/10.1016/j.apmrv.2018.06.003
Wijaya, A. P., & Annisa, I. T. (2020). The influence of brand image, brand trust and product packaging information on purchasing decisions. Jurnal Analisis Bisnis Ekonomi, 18(1), 24–35. https://doi.org/10.31603/bisnisekonomi.v18i1.3077
Wijaya, A. P. (2017). Role of experience in customer self-congruity to maintaining loyalty: A study on fashion store. Entrepreneurial Business and Economics Review, 5(3), 189–198. http://doi.org/10.15678/EBER.2017.050310
Wahyu, W. D., Achmad, F., & Zainul, A. (2017). The effect of online store atmosphere towards emotion and its impact on purchase decision. Russian Journal of Agricultural and Socio-Economic Sciences, 64(4), 82–93. https://doi.org/10.18551/rjoas.2017-04.11