PENGARUH SITUASI PEMBELIAN DAN KETERLIBATAN MODE PADA PERILAKU IMPULSE BUYING PRODUK JILBAB

• Main Authors: , Mutia Farah Fauziah, , Dr. Slamet Santoso Sarwono, M.B.A
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2012
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/98821/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55023
• Institution: Universitas Gadjah Mada

Shopping behavior that exists at present is to make the consumer experience easier for impulse buying behavior. Impulse buying behavior can occur in almost all current products where consumers shop not only to meet their daily needs but to satisfy desires that exist in the minds of consumers themselves. Fashion in the Muslim fashion at this particular time is fashionable scarves, with colors, patterns, and diverse way of wearing theme the hijab business continues to grow. Hijab i.e. jilbab product becomes the object of this study where the factors mode engagement of fashion and the influence of situational involvement will be tested to see whether the mode involvement and situational factors has the influences toward impulse buying on the hijab product. The results of this study indicate that the engagement of mode and the situational factor has a positive influence on impulse buying behavior on hijab product. It is often experienced