EXPLORING THE INFLUENCE OF PSYCHOLOGICAL AND COGNITIVE FACTORS ON IMPULSIVE BUYING BEHAVIOR IN ONLINE APPAREL SHOPPING: A COMPREHENSIVE STUDY ON CONSUMER PERCEPTIONS POST-PURCHASE BEHAVIOR AND SOCIAL COMMERCE INFLUENCE MEN'S FASHION PRODUCTS

• Main Author: Nata Nagara, Digjaya
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/85950
• Institution: Institut Teknologi Bandung

E-commerce is a digital business concept where companies sell products and services online, making them accessible on various devices. Fashion e-commerce companies usually have official websites for online shopping and direct-toconsumer sales. In 2018, e-commerce retail sales for clothing and accessory stores reached $10.9 billion. Indonesia is one of Southeast Asia's fastest-growing ecommerce markets, leading to high competition between domestic and international companies vying for market share. The country’s strong mobile culture has driven the growth of e-commerce. Leading companies like Shopee, Tokopedia, Lazada, and Bukalapak offer various products and services. This growth is supported by efficient logistics and a reliable delivery network. As the digital ecosystem advances, online shopping in Indonesia will continue to expand and integrate with other industries such as banking, delivery, and marketing. Cross-border e-commerce has developed in response to globalization, enabling businesses to reach new markets and overcome trade barriers. In 2012, e-commerce sales surpassed $1 trillion for the first time in history. Zalora, a well-known online retailer in Southeast Asia, offers many popular brands such as Cotton On, Converse, DC, The North Face, H&M, and Alexandre Christie. They also feature Indonesian brands like Carvil, which are known for their luxury and high-quality products. Many people consider luxury products essential, as they can enhance confidence and signify status. Zalora Indonesia strives to cater to these needs by providing a variety of high-end fashion products, including clothing, shoes, accessories, and sportswear. The company has a positive reputation for its customer service and user-friendly website, where customers can easily search for products. As part of the Global Fashion Group, Zalora is backed by its German parent firm, Rocket Internet, with principal shareholders including Kinnevik and Rocket Internet. To enhance its position in the online fashion retail industry, this research will analyze potential e-marketing strategies for Zalora, a successful Indonesian company. The focus will be on identifying strategies that can accelerate Zalora's growth within the Indonesian online fashion retail market, with the primary aim of increasing revenue and expanding its customer base. A comprehensive assessment of Zalora's current market position will uncover opportunities for development and progress, which can then be used to establish goals and formulate action plans. The research aims to identify areas for improvement and develop strategies to achieve those improvements. A study looked at how buying things on impulse affects people's thoughts and feelings. The study used a method called bootstrapping to test an idea. The results showed a positive number, which means that the thing being studied affects another related thing. The study suggests that people who sell men's clothes on Zalora should dress well, have great style, and look right for the people they want to sell to. This will make them seem friendly and trustworthy. To do this, they should invest in their style and always look good. The study also says that future research should look at men's grooming products to learn more.