Pengaruh Fashion Involvement Terhadap Impulse Buying (Survei pada Konsumen Fashion Berbasis Online Zalora)
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.
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DOI: https://doi.org/10.17509/jbme.v6i2.37671
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