FASHION INVOLVEMENT AND IMPULSE BUYING ON ONLINE- BASED FASHION CONSUMERS Dian H Utama, A.L.F.Alif, A. Rahayu, G. Razati, Dita A
Universitas Pendidikan Indonesia
Abstract
Impulse Buying is one of the major sources of income for the company. Without purchases
made by impulsive consumers, it will be very difficult for companies, especially those selling fashion
products, to survive in the competition. The purpose of this study was 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 the 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.
