The Effect of Fashion Orientation, Money Attitude, Self Esteem, and Conformity on Compulsive Buying: A study on youth customer in Bandung

DOI

10.2991/icebef-18.2019.136How to use a DOI?

Keywords

fashion orientation; money attitude; self esteem; conformity; and compulsive buying

Abstract

Compulsive Buying is known as an abnormal activity in shopping. It can be categorized a negative behavior, but from the marketer point of view this is a behavior that can be utilized to increase sales. The purpose of this study is to determine the factors that related and can affect compulsive buying, measure by variables such as fashion orientation, money attitude, self-esteem and conformity. In this study, researcher collect the data by distributing questionnaires to 210 adolescents in the city of Bandung and then analyze it using Multiple Regression Analysis. The results of this study indicate that fashion orientation, money attitude, self-esteem and conformity can affect compulsive buying either partially or simultaneously, with the most dominant factor is Conformity. It is expected that the results of this study can provide information about marketing strategies and how to take advantage of these variables to increase sales.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Sri Widaningsih
AU  - Ati Mustikasari
PY  - 2019/05
DA  - 2019/05
TI  - The Effect of Fashion Orientation, Money Attitude, Self Esteem, and Conformity on Compulsive Buying: A study on youth customer in Bandung
BT  - Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018)
PB  - Atlantis Press
SP  - 639
EP  - 642
SN  - 2352-5428
UR  - https://doi.org/10.2991/icebef-18.2019.136
DO  - 10.2991/icebef-18.2019.136
ID  - Widaningsih2019/05
ER  -