Increasing competition requires companies
to place orientation on customer satisfaction as the main
goal. Consumer satisfaction is closely related to
purchasing decisions. Consumer behavior towards
purchasing decisions is closely related to external
factors (culture, sub-culture, demographics, social
status, reference groups, families, marketing activities)
and internal factors (perception, learning, memory,
motivation, personality, emotions, attitudes). The job of
the marketer is to understand what is happening to the
awareness of the buyer, between the arrival of stimuli
from outside (marketing mix) that affect the
characteristics and psychology of consumers to make
decisions and create customer satisfaction after
The purpose of this research is to partially analyze
the effect of marketing mix, consumer characteristics,
and consumer psychology on fashion product online
purchasing decisions and consumer satisfaction in the
area of West Sulawesi Province.
The sample was 100 respondents and the sampling
technique was purposive sampling. Data collection
instruments using a questionnaire. The method of data
analysis uses the Structural Equation Model. Data
processing using SEM-Amos 24 and SPSS-22.
The results of the research prove that: (1) partially
there is a positive and insignificant direct effect between
the marketing mix on purchasing decisions and
customer satisfaction; (2) partially there is a positive
and significant direct effect between consumer
characteristics and consumer psychology on purchasing
decisions and customer satisfaction.
Keywords : Marketing Mix. Consumer Characteristics, Consumer Psychology, Purchasing Decisions, Consumer Satisfaction.