Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)

Fashion Involvement and Impulse Buying on Online-Based Fashion Consumers

Authors
Dian H Utama1, *, A.L.F. Alif2, Agus Rahayu3, Girang Razati4, Dita Amanah5
1Universitas Pendidikan Indonesia
2Universitas Pendidikan Indonesia
3Universitas Pendidikan Indonesia
4Universitas Pendidikan Indonesia
5Universitas Pendidikan Indonesia
*Corresponding author. Email: dhutama@upi.edu
Corresponding Author
Dian H Utama
Available Online 12 July 2022.
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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Volume Title
Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
12 July 2022
ISBN
978-94-6239-590-9
ISSN
2352-5428
DOI
10.2991/aebmr.k.220701.071How to use a DOI?
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.

Cite this article

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  -