Open AccessFASHION INVOLVEMENT MEMPENGARUHI EMOSI POSITIF DAN HEDONISME TERHADAP IMPULSIVE BUYING DI GERAI ZARA BALI
Author(s) -
Celina Andika Mulia,
A.A. Gd. Agung Artha K.
Publication year - 2020
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2020.v09.i10.p02
Subject(s) - hedonism , psychology , context (archaeology) , social psychology , advertising , consumer behaviour , business , paleontology , biology
The purpose of this study is to find out how fashion involvement affects positive emotions and hedonism to impulsive buying consumer fashion products in the context of shopping. By using a fashion involvement model, this research was developed to explore the factors that have an impact on impulsive buying by positive emotions and hedonism. The model was tested through questionnaires from 85 respondents who had been shopping at Zara Bali. The analysis used is outter model and inner model which result obtained through PLS program. The results of the study found that fashion involvement, positive emotions and hedonism have a positive effect on impulsive buying. The implications of this study bring fashion involvement to contribute to positive emotions and hedonism to impulsive buying. The theoretical implications of this study are expected to serve as relevant study materials and add a reference to the variables studied. The practical implications obtained that the results of this study is expected to be a consideration in determining the company's marketing strategy.
Keywords: fashion involvement; positive emotion; hedonism; impulsive buying.