Pengaruh Fashion Involvement Terhadap Impulse Buying (Survei pada Konsumen Fashion Berbasis Online Zalora)

R Dian H Utama, Agus Rahayu, Abghia Lies Fildzah Alif

Abstract


Penelitian ini dimaksudkan  untuk mengetahui gambaran fashion involvement dan impulse buying pada konsumen Zalora di Indonesia. Metode penelitian yang digunakan adalah metode explanatory survey dengan total sampel 100 pengunjung website Zalora.co.id. Teknik analisis data yang digunakan adalah deskriptif dan verifikatif menggunakan path analysis dengan alat bantu program SPSS 23.0 for windows. Hasil penelitian mengungkapkan bahwa fashion involvement berpengaruh positif terhadap impulse buying dengan pengaruh berada di kategori kuat berdasarkan tabel Guilford. Hal ini menunjukan bahwa fashion involvement merupakan pemicu yang cukup baik secara simultan terhadap impulse buying. Untuk menumbuhkan dan meningkatkan impulse buying pada konsumen Zalora, direkomendasikan untuk membuat produk yang dapat menstimulus konsumen untuk membeli produk.

 


Keywords


Consumer Behavior, Fashion Involvement, Impulse Buying, Marketing, Pemasaran, Perilaku Konsumen

References


Amos, C., Holmes, G. R., & Keneson, W. C. (2014). A meta-analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21(2), 86–97. https://doi.org/10.1016/j.jretconser.2013.11.004

Bakrie, U., Bagus, P., Putra, A., Manajemen, P. S., & Bakrie, U. (2015). Pengaruh Dimensi Brand Prestige terhadap Purchase Intention Celana Jeans TUGAS AKHIR.

Chang, H. J., Yan, R.-N., & Eckman, M. (2014). Moderating effects of situational characteristics on impulse buying. International Journal of Retail & Distribution Management, 42(4), 298–314. https://doi.org/10.1108/IJRDM-04-2013-0074

Choi, J., Li, Y. J., Rangan, P., Chatterjee, P., & Singh, S. N. (2014). The odd-ending price justification effect: The influence of price-endings on hedonic and utilitarian consumption. Journal of the Academy of Marketing Science, 42(5), 545–557. https://doi.org/10.1007/s11747-014-0369-6

Choubtarash, N., Mahdieh, O., & Marnani, A. B. (2013). The study of the relationship between consumer involvement and purchase decision (Case study: Cell phone). Interdisciplinary Journal of Contemporary Research In Business, 4(12), 276–296.

Haq, M. A., Khan, N. R., & Ghouri, A. M. (2014). Measuring the Mediating Impact of Hedonic Consumption on Fashion Involvement and Impulse Buying Behavior. Indian Journal of Commerce and Management Studies, V(3), 50–58.

Haq, M., & Abbasi, S. (2016). Indirect Impact of Hedonic Consumption and Emotions on Impulse Purchase Behavior: A Double Mediation Model. Journal of Management Sciences, 3(2), 108–122. https://doi.org/10.20547/jms.2014.1603202

Iqbal, A., Akhtar, S., & Lodhi, R. N. (2014). Determinants of Impulsive Buying For Clothing in Pakistan. British Journal of Marketing Studies, 2(8), 33–44.

Kang, J., & Park-Poaps, H. (2010). Hedonic and utilitarian shopping motivations of fashion leadership. Journal of Fashion Marketing and Management, 14(2), 312–328. https://doi.org/10.1108/13612021011046138

Liang, Y. (2012). The Relationship between Consumer Product Involvement , Product Knowledge and Impulsive Buying Behavior. 57(03), 325–330. https://doi.org/10.1016/j.sbspro.2012.09.1193

Lo, L. Y. S., Lin, S. W., & Hsu, L. Y. (2016). Motivation for online impulse buying: A two-factor theory perspective. International Journal of Information Management, 36(5), 759–772. https://doi.org/10.1016/j.ijinfomgt.2016.04.012

Lucas, M., & Koff, E. (2017). Body image, impulse buying, and the mediating role of negative affect. Personality and Individual Differences, 105, 330–334. https://doi.org/10.1016/j.paid.2016.10.004

Moser, C. (2018). Impulse Buying : Interventions to Support Self-control with E-commerce. 26–29. https://doi.org/10.1145/3170427.3173026

Muttaqin, G. F., Taqi, M., & Arifin, B. (2020). Job Performance During COVID-19 Pandemic: A Study on Indonesian Startup Companies*. Journal of Asian Finance, Economics and Business, 7(12), 1027–1033. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.1027

Nasution, A. H., & Rachmawan, Y. A. (2018). Analysis of brand personality to involve event involvement and loyalty: A case study of Jakarta Fashion Week 2017. IOP Conference Series: Materials Science and Engineering, 337(1). https://doi.org/10.1088/1757-899X/337/1/012024

Nurrahman, I., & Utama, D. H. (2016). PENGARUH VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Survei pada pembeli smartphone Nokia series X di BEC Bandung). Journal of Business Management Education (JBME), 1(1), 56–65. https://doi.org/10.17509/jbme.v1i1.2278

O’Cass, A. (2004). Fashion clothing consumption: antecedents and consequences of fashion clothing involvement. European Journal of Marketing, 38(7), 869–882. https://doi.org/10.1108/03090560410539294

O’Cass, A., & Siahtiri, V. (2014). Are young adult Chinese status and fashion clothing brand conscious? Journal of Fashion Marketing and Management: An International Journal, 18(3), 284–300. https://doi.org/10.1108/JFMM-03-2012-0013

Ogle, J., Hyllegard, K. H., Yan, R. N., & Littrell, M. A. (2014). Segmenting the teen girl apparel market: Differences in fashion involvement, materialism and social responsibility. Young Consumers, 15(2), 153–166. https://doi.org/10.1108/YC-08-2013-00388

Otieno, R., Harrow, C., & Lea-Greenwood, G. (2005). The unhappy shopper, a retail experience: exploring fashion, fit and affordability. International Journal of Retail & Distribution Management, 33(4), 298–309. https://doi.org/10.1108/09590550510593220

Park, E. J., Kim, E. Y., & Forney, J. C. (2006). A structural model of fashion-oriented impulse buying behavior. Journal of Fashion Marketing and Management: An International Journal, 10(4), 433–446. https://doi.org/10.1108/13612020610701965

Pezoldt, K., Michaelis, A., Roschk, H., & Geigenmueller, A. (2014). The Differential Effects of Extrinsic and Intrinsic Cue-utilization in Hedonic Product Consumption — An Empirical Investigation. Journal of Business and Economics, 5(8), 1282–1293. https://doi.org/10.15341/jbe(2155-7950)/08.05.2014/009

Pohran, N., Baker, T., Pulman‐Jones, S., & Weatherup, A. (2020). Harnessing Empathy to Scale a Healthtech Startup During the COVID‐19 Pandemic: A Case Study Of myICUvoice, a Communication Tool Designed for Critical Care. Ethnographic Praxis in Industry Conference Proceedings, 2020(1), 220–242. https://doi.org/10.1111/epic.12032

Prof, M. D. (2014). Impulsive Fashion Apparel Consumption : The Role of Hedonism , Fashion Involvement and Emotional Gratification in Fashion Apparel Impulsive Buying Behaviour in a Developing Country. Mediterranean Journal of Social Sciences, 5(8), 168–177. https://doi.org/10.5901/mjss.2014.v5n8p168

Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189–199. https://doi.org/10.1086/209105

Saran, R., Roy, S., & Sethuraman, R. (2016). Personality and fashion consumption: a conceptual framework in the Indian context. Journal of Fashion Marketing and Management, 20(1), 157–176. https://doi.org/http://dx.doi.org/10.1108/JFMM-04-2015-0032

Sembiring, S. (2013). Pengaruh Shopping Lifestyle dan Fashion Involvement Terhadap Impulsive Buying. 1–13.

Supriadi, A. (n.d.). PENGARUH FASHION INVOLVEMENT DAN IN-STORE SHOPPING ENVIRONMENT TERHADAP PEMBELIAN IMPULSIF ( Survey Pada Konsumen Manonjaya ). 1–14.

Tirmizi, M. A. (2009). An Empirical Study of Consumer Impulse Buying Behavior in Local Markets. European Journal of Scientific Research, 28(4), 522–532.

Vazifehdoost, H., Rahnama, A., & Mousavian, S. J. (2014). Evaluation of the Influence of Fashion Involvement, Personality Characteristics, Tendency to Hedonic Consumption and Store Environment on Fashion-Oriented Impulse Buying. Mediterranean Journal of Social Sciences, 5(16), 223–231. https://doi.org/10.5901/mjss.2014.v5n16p223

Xiang, L., Zheng, X., Lee, M. K. O., & Zhao, D. (2016). Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction. International Journal of Information Management, 36(3), 333–347. https://doi.org/10.1016/j.ijinfomgt.2015.11.002




DOI: https://doi.org/10.17509/jbme.v6i2.37671

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Creative Commons License

Journal of Business Management Education (JBME)is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

View My Stats