role of hedonic consumption tendency mediate the effect of fashion involvement on impulsive buying

Abstract

This study aims to examine the effect of fashion involvement on impulsive buying mediated by hedonic consumption tendencies. The population in this study are consumers of ZARA fashion products who have made unplanned purchases in Kuta, whose numbers cannot be identified (infinite). The number of respondents involved in this study was 100 respondents. The data in this study were obtained from the results of filling out a questionnaire. Further research data were analyzed using the Partial Least Square (PLS) analysis technique with the help of the Smart PLs program. Based on the results of the PLS analysis, the results show that (1) the involvement of fashion has a positive and significant effect on impulsive buying of Zara's fashion products, (2) The involvement of fashion has a positive and significant effect on the tendency of hedonic consumption, (3) The tendency of hedonic consumption has a positive and significant effect on purchases impulsive fashion products Zara and (4) the hedonic consumption tendency can mediate the influence of fashion involvement on impulsive buying.

PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN ATMOSFER TOKO TERHADAP NIAT BELI ULANG PADA KONSUMEN H&M

“…Selain itu, H&M dianggap lambat beradaptasi dengan lingkungan ritel saat ini yang sudah bergeser ke digital. Hal ini akan mempengaruhi niat beli ulang konsumen terhadap produkproduk yang dijual (Sari & Yasa, 2021). "…”

Analysis of factors affecting motor vehicle tax revenue (South Sumatra Province 2006-2020)

“…Hypothesis 2, which states a significant positive effect of changes in consumption on motor vehicle tax revenues, is rejected because it does not follow the study results (Girod & De Haan, 2009;Qiao et al, 2009). Changes in consumption are the same as changes in investment because they may have an indirect effect or need a mediator variable to conclude an effect (Sari & Yasa, 2021). This result is also different from previously proposed hypotheses and related theories.…”

Fashion Involvement and Impulse Buying on Online-Based Fashion Consumers

“…Many experts who study impulse buying are influenced by their participation in fashion, one of which is [29]. The results of this study indicate that Fashion Involvement has a significant positive effect on impulsive buying of Zara products.…”