ANALYZING CUSTOMERS’ FASHION-ORIENTED IMPULSE BUYING BEHAVIOR AT FASHION E-COMMERCE IN INDONESIA

• Main Author: Emiralia Ginastika (NIM 19014092), Nabila
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23391
• Institution: Institut Teknologi Bandung

In fashion industry, customers tend to buy without a planned, known as ‘impulsive buying’. <br /> <br /> Eventhough the true fashion experience can be obtained in online shopping context; <br /> <br /> impulsive buying is likely to occur. However, study related with impulsive buying behavior <br /> <br /> that specifically discussed fashion context is still in certain subject in the literature. This <br /> <br /> research aims to examines the causal relationship of factors that causing impulsive buying <br /> <br /> toward fashion products at fashion e-commerce in Indonesia. This research used <br /> <br /> quantitative method. Variables examined in this research include fashion involvement as <br /> <br /> independent variable, positive emotion and hedonic consumption tendency as intervening <br /> <br /> variable, impulsive buying as dependent variable. The findings determine that hedonic <br /> <br /> consumption tendency has significant influence on impulsive buying toward fashion <br /> <br /> products at fashion e-commerce Indonesia both directly or indirectly. Meanwhile, fashion <br /> <br /> involvement and positive emotion have significant influence on impulsive buying toward <br /> <br /> fashion products at fashion e-commerce indirectly.