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All Journal Jurnal Pendidikan Bisnis dan Manajemen Journal of Business, Management and Social Studies
Prayataneswara Dwiputri Susanto
Sampoerna University
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Online Impulse Buying in the Youth Context: Hedonic Motives, Emotional Responses, and Involvement in Fashion as Antecedents Prayataneswara Dwiputri Susanto
Journal of Business, Management, and Social Studies Vol. 2 No. 1 (2022): Journal of Business, Management, and Social Studies (Jan-Mar 2022)
Publisher : APPS Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (601.917 KB)

Abstract

The main aim of this study is to examine how hedonic motives, emotional variables, and involvement in fashion can impact impulsive behaviors in the fashion industry within Generation Z. The data was collected from 40 respondents through an online survey, with mostly high school graduates located in Jakarta were tested and finally analyzed. The result shows that both hedonic motives and involvement in fashion have significant effects towards impulse buying. However, the research shows that emotional variables did not have a significant impact on impulse buying. The suggested study will contribute to the growing body of online impulse buying knowledge in the context of the youth in a developing country.
Shaping the Digital Fashion Industry with Generation Z’s Buying Behavior Prayataneswara Dwiputri Susanto; Christian Haposan Pangaribuan; Santo Tjhin
JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Vol 9, No 3: November 2023
Publisher : Universitas Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17977/um003v9i32023p188

Abstract

Abstract: Marketing forms have evolved over time, and as the world transitions into a new generation of audiences and consumption behaviors, marketing has gone from the traditional to the more essential digital form, with the use of social media technology such as Instagram and Facebook. The main objective of this study is to empirically examine how hedonic motives, emotional response, and involvement in fashion can impact impulsive buying in the fashion industry within Generation Z. In this context, data were collected from 100 respondents in the age range of 16 to 23 years in the greater areas of Jakarta and Surabaya through an online survey. The data were then tested and finally analyzed. The most influential determinants affecting impulse buying are involvement in fashion, followed by hedonic motives, and emotional response. Even though the scarcity factor fills the gap created by prior studies’ inconsistencies, it fails to moderate the link between emotional response and impulse buying. Keywords: Impulse buying, Hedonic behavior, Emotional response, Involvement in fashion, Scarcity
Co-Authors Christian Haposan Pangaribuan Santo Tjhin