The role of hedonism and fashion involvement on impulsive buying sneakers in Jakarta
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Institusion
Sekolah Tinggi Manajemen Ipmi
Author
Suparno, Bryan Dzulqarnain Tedjo
Subject
H Social Sciences (General)
Datestamp
2023-04-03 08:01:56
Abstract :
Sneakers have firmly established themselves as cultural commodities, appearing everywhere from athletic clothing to street style to catwalk couture. In this study has 2 variables namely hedonism and fashion involvement. This variable have a significant impact on consumers who have bought sneakers. This study continues from research from Manilall Dhurup discussing the role of hedonism, fashion involvement and emotional satisfaction in the behavior of impulse buying fashion clothes. And the gap is the author brings this time, the role of hedonism and the involvement of fashion in the impulse buying of a study that discusses sneakers in Jakarta. This study using the SEM-PLS method with a total of 99 respondents from the questionnaire given by the researcher. The results of this study confirm that there is a significant relationship between the variables, namely role hedonism, fashion involvement, and impulsive buying. From some of these variables, it can be a reference for sneakers stores to determine the right marketing strategy so that potential buyers can make impulse purchase.
Sneakers have firmly established themselves as cultural commodities, appearing everywhere from athletic clothing to street style to catwalk couture. In this study has 2 variables namely hedonism and fashion involvement. This variable have a significant impact on consumers who have bought sneakers. This study continues from research from Manilall Dhurup discussing the role of hedonism, fashion involvement and emotional satisfaction in the behavior of impulse buying fashion clothes. And the gap is the author brings this time, the role of hedonism and the involvement of fashion in the impulse buying of a study that discusses sneakers in Jakarta. This study using the SEM-PLS method with a total of 99 respondents from the questionnaire given by the researcher. The results of this study confirm that there is a significant relationship between the variables, namely role hedonism, fashion involvement, and impulsive buying. From some of these variables, it can be a reference for sneakers stores to determine the right marketing strategy so that potential buyers can make impulse purchase.
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