An Analysis of the Relationship Between Prices, Shopping Habits, Promotions, and Fashion Involvements in Impulsive Buying Decisions
DOI:
https://doi.org/10.21512/bbr.v15i3.11001Keywords:
prices, shopping habits, promotions, fashion involvements, impulsive buying decisionsAbstract
The research aimed to evaluate the direct and mediating association between impulsive buying behavior and the
impact of several elements, such as costs, shopping lifestyle, promotion, and fashion engagement. Quantitative
research was conducted by questionnaires to 100 participants, encompassing individuals from diverse age groups,
jobs, and genders. However, only 88 questions were deemed legitimate and met the criteria for evaluation. In the
interim, a total of 12 surveys were deemed unsuccessful due to their failure to fulfill the established criteria or
the presence of incomplete responses provided by the participants. Researchers tested the relevance of the effect
of each variable indicator that affected impulsive purchase using SmartPLS software. The findings indicate that
among the factors examined, only one variable has a positive direction and a significant impact on impulsive
buying through the intervening channel, as seen by a p-value of 0.010. Conversely, the remaining variables exhibit
a lack of meaningful influence and display a negative direction. This result stipulates that the price is the primary
criterion for individuals who make impulsive purchases to satisfy their fashion wants. These findings have the
potential to address the idea that impulsive buying behavior is only determined by the intricate interplay of factors
such as price, promotion, shopping lifestyle, and fashion engagement. Hence, it is necessary to employ alternative
methodologies to benchmark various indicator variables to discover fresh findings on impulsive purchase attitudes
on digital platforms in the modern day.
Plum Analytics
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