Intense competition in the fashion industry makes fashion industry players have to rack their brain to be able to attract the attention of consumers. No exception with one of the players in the fashion industry, Pot Meets Pop. The customer has opportunity not only to buy physical products but also is provided with a full emotional and sensory experience. Nowadays, Pot Meets Pop is confronted by some of conditions that is, strong rival. Pot Meets Pop never measures the effectiveness of online marketing. They do not know which online marketing program that is beneficial and detrimental to them. The conditions of the latter, with a view of the Middle up consumer characteristics and Conspicuous Consumption characteristics, there is a special circumstances from consumers fashion i.e. they tend to buy goods which have its own prestige to get recognition within his social environment.
Based on the phenomenon of the issue, this research aims to examine consumer feedback about Online Marketing in Pot Meets Pop, consumer responses about Consumer Purchase Intention in Pot Meets Pop and to know the influence of online marketing on consumer purchase intention. The purpose of this research can be as measuring the effectiveness of online marketing that have been made by Pot Meets Pop and consumer purchase intention as the measurement. Online Marketing that applied by Pot Meets Pop is website, social media and online ads.
Researchers spread 100 questionnaires to Pot Meets Pop customers for questioning their response regarding online marketing and interest to buy Pot Meets Pop products. Based on the results of the analysis and data processing using the Path Analysis method, we found the existence of a simultaneously positive influence from online marketing to customer purchase decision making in Pot Meets Pop Denim. There are also the partially positive influence with explanation: there is a quite strong effect on the website to customer purchase decision-making, a weak effect from social media on customer purchase decision making and a very weak effect from online ads to customer purchase decision-making in Pot Meets Pop Denim.
Keywords: Online Marketing, Purchase Decision, Indonesia, Fashion Industry, and Pot Meets Pop