Comparative Study of Fashion-Oriented Impulse Buying Online and Offline Purchases On Teenagers in Indonesia

Paramita, Mutiara Dewi and Herni, Justiana Astuti (2017) Comparative Study of Fashion-Oriented Impulse Buying Online and Offline Purchases On Teenagers in Indonesia. International Conference on Business, Internet, and Social Media (BISM).

	Text (Full Paper) 6 Proceeding 2017-Paramita-Herni BISM.pdf Download (2MB)
	Text (Similiarity) 6c-similarity-Comparative_Study_of_Fashion_Oriented_Impulse_Buyi.pdf Download (3MB)

Abstract

The purpose of this study was analyzed the comparison positive emotion, fashion involvement, and sales promotion on fashion-oriented impulse buying offline and online on teenagers. Questionnaire was used as data gathering instrument. Purposive sampling method was used to pick 188 sample members with some criteria that has been settled. Data were analyzed in two separate but sequentially related stages using structural equation modeling with partial least squares approach. Investigation of research revealed that positive emotion and also sales promotion have positive and signifficant effect on both offline and online fashion-oriented impulse buying. Fashion involvement has a positive and signifficant effect directly on offline fashion-oriented impulse buying, however, did not have a significant effect on online fashion-oriented impulse buying indirectly through positive emotion but has a positive effect tendency.

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