The Influence of Brand Images on Impulsif Buying Behavior in Shopping Consumers in Zalora's Online Stores

Impulsive buying behavior owned by consumers specifically for women is inseparable from a number of behaviors which certainly have a significant influence on the emergence of impulsive buying behavior, one of the behaviors that can exert influence is brand image. This study aims to determine the effect of brand image on impulsive purchases of consumers who shop at zalora online stores. This study involved 392 early adult women in the city of Medan. The measurement instruments used in this study are the scale of the brand image and the scale of impulsive purchases. Simple regression analysis results show that brand image has a positive and significant effect on impulsive purchases. Brand image contributes positively to the emergence of impulsive buying behavior for consumers who shop at Zalora online stores. The implication of this research is that zalora online stores can continue to improve product quality and build a more optimal brand image for consumers.