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 purchase. 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.