The role of hedonic consumption tendency mediate the effect of fashion involvement on impulsive buying

Made Diah Kencana Sari; Ni Nyoman Kerti  Yasa

doi:10.21744/irjmis.v8n1.1116

Authors

Made Diah Kencana Sari
diahkencana_sari@yahoo.com
Faculty of Economics and Business, Udayana University, Denpasar, Indonesia
Ni Nyoman Kerti Yasa Faculty of Economics and Business, Udayana University, Denpasar, Indonesia

Keywords:

fashion involvement, hedonic consumption tendency, impulsive buying, partial least square, products

Abstract

This study aims to examine the effect of fashion involvement on impulsive buying mediated by hedonic consumption tendencies. The population in this study are consumers of ZARA fashion products who have made unplanned purchases in Kuta, whose numbers cannot be identified (infinite). The number of respondents involved in this study was 100 respondents. The data in this study were obtained from the results of filling out a questionnaire. Further research data were analyzed using the Partial Least Square (PLS) analysis technique with the help of the Smart PLs program. Based on the results of the PLS analysis, the results show that (1) the involvement of fashion has a positive and significant effect on impulsive buying of Zara's fashion products, (2) The involvement of fashion has a positive and significant effect on the tendency of hedonic consumption, (3) The tendency of hedonic consumption has a positive and significant effect on purchases impulsive fashion products Zara and (4) the hedonic consumption tendency can mediate the influence of fashion involvement on impulsive buying.

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