FAKTOR-FAKTOR YANG MEMPENGARUHI CUSTOMER IMPULSE BUYING PADA KONSUMEN RITEL FASHION
DOI:
https://doi.org/10.29082/4gcs1t41Keywords:
store environment, fashion involvement, sales promotion, customer impulse buying, fashion retailAbstract
This study aims to analyze the influence of store environment, fashion involvement, and sales promotion on customer impulse buying among mall consumers. This study used a quantitative approach with a survey method. The research sample consisted of 100 respondents selected using accidental sampling. Data were collected through a Likert-scale questionnaire and analyzed using SPSS through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination. The results show that store environment has a positive but insignificant effect on customer impulse buying. Fashion involvement has a positive and significant effect on customer impulse buying. Sales promotion also has a positive and significant effect on customer impulse buying. Simultaneously, store environment, fashion involvement, and sales promotion have a significant effect on customer impulse buying. These findings indicate that consumer involvement in fashion products and sales promotion are important factors in encouraging unplanned purchases. Therefore, fashion retail managers need to strengthen product presentation that follows current trends, display collections attractively, and manage promotions clearly and effectively to increase impulse buying.
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Copyright (c) 2026 Ina Dwi Wijayanti, Mohamad Johan Efendi (Author)
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