FAST FASHION: FASHION INVOLVEMENT AND IMPULSE BUYING – BASED H&M CONSUMER IN SAMARINDA

Jesita Valentina; Poppy Alvianolita Sanistasya

Jesita Valentina Mulawarman University
Poppy Alvianolita Sanistasya Mulawarman University

Keywords: Fashion Involvement, Product Quality, Price Discount, Positive Emotion, Impulse Buying

Abstract

Indonesia is one of the countries that has
significant retail development supported by the
increasingly growth of retail in various fields, one of
which is in the fashion sector. The high desire of the
Indonesian people to follow fashion trends has
encouraged various fashion brands from abroad to enter
the Indonesian fashion industry, one of the fashion
brands that entered Indonesia is H&M (Hennez &
Mauritz AB). Because the competition between fashion
brands in Indonesia is very tight, H&M must understand
the desire of the Indonesian people to follow the
development of fashion trends continues to increase so
that H&M must innovate in order to continue compete
with its competitors in the fashion industry. This research
uses a quantitative method approach. The population in
this study were consumers who had made purchases at
H&M Samarinda. The sampling method used in this
study was purposive sampling technique with the sample
obtained totaling 120 respondents with data collection
techniques using questionnaires. The data analysis
technique used is descriptive statistical analysis using
SPSS Ver.26 and a PLS-based SEM approach with Smart
PLS 4.0.The results of this study indicate that fashion
involvement, product quality and price discount have a
positive and significant effect on positive emotion and
impulse buying and show that positive emotion can
mediate the relationship between fashion involvement,
product quality and price discount on impulse buying.

References

Ababil, D., & Sari, D. (2022). YUME: Journal of Management Pengaruh Service Quality,
Product Quality, dan Harga Terhadap Keputusan Pembelian di Toko H&M (Studi
Kasus Pada Toko H&M Bandung). YUME: Journal of Management, 5(1), 378–384.
https://doi.org/10.2568/yum.v5i2.2430
Alexander, R., Aragón, O. R., Bookwala, J., Cherbuin, N., Gatt, J. M., Kahrilas, I. J., Kästner,
N., Lawrence, A., Lowe, L., Morrison, R. G., Mueller, S. C., Nusslock, R., Papadelis,
C., Polnaszek, K. L., Helene Richter, S., Silton, R. L., & Styliadis, C. (2021). The neuroscience of positive emotions and affect: Implications for cultivating happiness and
wellbeing. In Neuroscience and Biobehavioral Reviews. Elsevier Ltd.
https://doi.org/10.1016/j.neubiorev.2020.12.002
Ariyanti, N., & Purba, A. (2023). Store Atmosphere, Diskon Harga dan Impulse Buying: Peran
Mediasi Positive Emotion dalam Konteks Pengalaman Belanja. Jurnal Ilmiah
Manajemen Dan Bisnis, 24(2), 150–169. https://doi.org/10.30596/jimb.v24i2.17066
Badan Pusat Statistik Kota Samarinda. (2023). Jumlah Penduduk menurut Kelompok Umur
dan Jenis Kelamin di Kota Samarinda (Jiwa), 2021-2023.
Https://Samarindakota.Bps.Go.Id/.
CNBC Indonesia. (2019, July 14). Gairah Industri Fashion Indonesia.
Https://Www.Cnbcindonesia.Com/.
Fatmawati, E. U., Hardati, R. K., & Hardati, R. N. (2022). Pengaruh Diskon Harga dan
Kualitas Produk Terhadap Pembelian Impulsif Secara Online. In JIAGABI (Vol. 11,
Issue 1).
Hasan, M. N., & Dermawan, R. (2023). The Influence of Hedonic Shopping Value and Fashion
Involvement on Impulse Buying at Tunjungan Plaza Mall, Surabaya City. Indonesian
Journal of Business Analytics, 3(5), 1815–1826.
https://doi.org/10.55927/ijba.v3i5.5646
Insani, N. C. (2020, November 2). Meski Banyak Peminat, Inilah Pro Kontra yang
Menyelimuti Industri Fast Fashion. Https://Stylo.Grid.Id/.
interbrand. (2023). best global brandshm. Https://Interbrand.Com/.
Kornelis, Y. (2022). Fenomena Industri Fast Fashion: Kajian Hukum Perspektif Kekayaan
Intelektual Indonesia. In Journal Komunikasi Yustisia Universitas Pendidikan Ganesha
Program Studi Ilmu Hukum. https://www.edology.com/blog/fashion-media/riseKotler, P., & Amstrong, G. (2014). Principles of Marketing: Vol. Jilid 1 (12th Edition).
Erlangga.
Larasati, K. L. D., & Yasa, N. N. K. (2021). The Role of Positive Emotion In Mediating The
Effect of Price Discount on Impulse Buying Indomaret Customers in Denpasar City,
Indonesia.European Journal of Management and Marketing Studies, 6(2).
https://doi.org/10.46827/ejmms.v6i2.1009.
Luh, N., Utami, P., Pramestya, M., Jaya, I., & Widagda, A. (2020). The Role of Positive
Emotion Mediates Fashion Involvement on Impulse Buying.www.ajhssr.com.
Natalie, A. A., & Japarianto, E. (2019). Pengaruh Fashion Involvement Terhadap Impulse
Buying Melalui Hedonic Shopping Value di H&M Store Pakuwon Mall Surabaya.
https://doi.org/10.9744/pemasaran.13.1.40─46.
Park, E. J., Kim, E. Y., & Forney, J. C. (2006). A Structural Model of Fashion-Oriented
Impulse Buying Behavior. Journal of Fashion Marketing and Management, 10(4), 433–
446. https://doi.org/10.1108/13612020610701965.
Rizal, P. R., Hidayat, R., Handika, I., Studi, P., Niaga, A., & Palembang, A. (2017). Analisis
Bauran Pemasaran Terhadap Omzet Penjualan Pada PT Gaudi Dwi Laras Cabang
Palembang. Jurnal Adminika, 3(2).
Salam, A., & Jayadi, F. P. (2023). The Effect of Store Atmosphere, Price Discount, and
Product Quality on Impulse Buying Through Emotional Response as Mediation. IRE
Journals, Volume 6 (Issue 11).
Satria, S., & Stefanus Kaihatu, T. (2022). The Role of Hedonic Consumption Tendency and
Positive Emotion in Mediating the Influence of Fashion Involvement on Impulsive
Buying. Review of Management and Entrepreneurship, 06, 2.
Suliyanthini, D., Utari, D., & Negeri Jakarta, U. (2022). Hubungan Pengetahuan Fast Fashion
Dengan Preferensi Pembelian Konsumen. http://journals.upiyai.ac.id/index.php/IKRAITH-EKONOMIKA.
Windyaningrum, F., & Sudarwanto, T. (2020). Pengaruh Price discount Dan Store atmosphere
Terhadap Impulse buying Pelanggan H&M Tunjungan Plaza Surabaya. Jurnal
Pendidikan Tata Niaga (JPTN) Vol. 10, No. 2, h. 1650–1657.
Yulistara, A. (2018, March 26). 60% Orang Indonesia Pilih Beli Produk Asing Ketimbang
Lokal. Https://Www.Cnbcindonesia.Com/.