Abstract:

The fashion industry continues to grow in Indonesia. Fashion industry is one of 16 creative industries in Indonesia that plays an important role in the national economy. This study examined the impact of Social Influence and Vanity to Passionate Desire for Fashion and the mediating role of Exhibitionist tendency and Social Comparison to Self-expression word of mouth. The study was conducted with quantitative approach using online survey questionnaire to collect data. Participants consisted of 201 women aged 18-35. This research found that there is a significant impact from social influence and vanity to passionate desire. There’s a significant role of exhibitionism as a mediator of passionate desire and Self-expression word of mouth. There’s no significant role of social comparison as a moderator of passionate desire and Self-expression word of mouth.