<![CDATA[The impact of globalization encourages many retailers from abroad with great capital to perform business activities especially in Indonesia. This also supported by the fashion industry which is currently growing. Unplanned purchases (or impulse buying) is an act of purchase made by consumers who previously had no plans to buy the product. This study examines how fashion involvement influences positive emotion, hedonic consumption tendency, and fashion-oriented impulse buying at the retail fashion at Galaxy Mall Surabaya. The method of this study is using conclusive descriptive design with a multiple cross-sectional and judgmental sampling type. The distribution of questionnaires was done by direct survey to 188 customers of Zara, Pull & Bear and Stradivarius aged 15-21 who made purchases in one of those three stores in the last 1 month. The results of this study showed that fashion involvement has a positive effect on positive emotion, hedonic consumption tendency, and fashion-oriented impulse buying. A hedonic consumption tendency has a positive effect on positive emotions and fashion-oriented impulse buying. Other findings show that positive emotions have no influence towards fashion-oriented impulse buying. The results also recommended that retail mix strategy can be applied by Zara, Pull & Bear and Stradivarius to maximize retail revenue from potential customers by using the advantage of impulse buying behavior.Bahasa Indonesia Abstrak: Dampak globalisasi mendorong banyak pengusaha ritel dari luar negeri dengan kemampuan kapital yang besar melakukan aktivitas bisnis di Indonesia. Hal ini didukung oleh fenomena industri fashion yang saat ini semakin berkembang di Indonesia. Pembelian tak terencana (impulse buying) merupakan tindakan pembelian yang dilakukan konsumen dimana sebelumnya belum ada rencana untuk membeli produk tersebut. Penelitian ini bertujuan untuk menguji hubungan fashion involvement, positive emotion, hedonic consumption tendency, dan fashion-oriented impulse buying pada ritel fashion di Galaxy Mall Surabaya. Metode penelitian ini menggunakan desain penelitian deskriptif konklusif dengan tipe multiple cross-sectional dan judgmental sampling. Penyebaran kuesioner telah dilakukan dengan cara survei langsung ke 188 pelanggan Zara, Pull&Bear, dan Stradivarius yang berusia 15-21 yang pernah melakukan aktivitas pembelian di salah satu dari ketiga ritel tersebut dalam 1 bulan terakhir. Hasil penelitian menunjukkan bahwa fashion involvement memiliki pengaruh positif terhadap positive emotion, hedonic consumption tendency, dan fashion-oriented impluse buying. kemudian hedonic consumption tendency memiliki pengaruh positif terhadap positif emotion dan fashion-oriented impulse buying, Temuan lainnya menunjukkan positive emotion tidak berpengaruh terhadap fashion-oriented impulse buying. Hasil penelitian ini juga merekomendasikan strategi retail mix dapat diterapkan oleh Zara, Pull&Bear, dan Stradivarius untuk memaksimalkan pendapatan ritel dari calon pelanggan dengan memanfaatkan perilaku impulse buying. ]]>
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