Fashion Involvement and Impulse Buying on Online-Based Fashion Consumers

DOI

10.2991/aebmr.k.220701.071How to use a DOI?

Keywords

Marketing; Consumer Behavior; Fashion Involvement; Impulse Buying

Abstract

This study aimed to describe the fashion involvement and impulse buying of Zalora consumers in Indonesia. The research method used is an explanatory survey method with a total sample of 100 visitors to the Zalora.co.id website. The data analysis technique used is descriptive and verification using path analysis with SPSS 23.0 for windows program tools. The results of the study reveal that fashion involvement has a positive effect on impulse buying with the influence being in a strong category based on the Guilford table. This shows that fashion involvement is a fairly good trigger simultaneously for impulse buying. To grow and increase impulse buying on Zalora consumers, it is recommended to make products that can stimulate consumers to buy products.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Dian H Utama
AU  - A.L.F. Alif
AU  - Agus Rahayu
AU  - Girang Razati
AU  - Dita Amanah
PY  - 2022
DA  - 2022/07/12
TI  - Fashion Involvement and Impulse Buying on Online-Based Fashion Consumers
BT  - Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
PB  - Atlantis Press
SP  - 373
EP  - 379
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220701.071
DO  - 10.2991/aebmr.k.220701.071
ID  - Utama2022
ER  -