THE EFFECT OF FASHION-ORIENTED INVOLVEMENT AND AVAILABILITY OF FUNDS THROUGH POSITIVE EMOTIONS OF CONSUMERS IN MODERN SHOPPING CENTERS IN THE CITY OF SURABAYA

Amount: THE EFFECT OF INVOLVEMENT AND AVAILABILITY OF FUNDS ON FASHION-ORIENTED UNPLANNING BEHAVIOR THROUGH POSITIVE EMOTIONS OF CONSUMERS IN MODERN SHOPPING CENTERS IN THE CITY OF SURABAYA

Authors: EKA ADIPUTRA

Item Type: Thesis

Memberships: Master of Management Study Program, Faculty of Economics and Business Universitas Airlangga Surabaya, Indonesia

Publisher: Airlangga University

Abstract

A survey conducted by the AC Nielsen agency explained that around 85% of purchases at modern shopping centers in the city of Surabaya were made unplanned or unplanned purchases. This phenomenon is expected to be higher due to the growth in the number of modern shopping centers in the city of Surabaya. The factors of consumer involvement and the availability of funds owned by consumers are expected to further encourage this unplanned buying behavior. Fashion (clothing) is one of the most likely products to cause unplanned purchases, especially with the involvement factor. Based on this, unplanned buying behavior is an interesting phenomenon to study. The purpose of this study was to analyze the effect of consumer involvement on fashion and availability of funds on fashion-oriented unplanned buying behavior through positive consumer emotions. The study was conducted in the largest modern shopping center in the city of Surabaya with a sample of 218 mall visitors who had purchased fashion products. The data analysis tool uses SEM with the AMOS version 20 program. The results of the research analysis show that the consumer involvement factor has a significant effect on consumer positive emotions and unplanned buying behavior, positive consumer emotions also have a significant effect on unplanned buying behavior. Availability of funds has a significant effect on consumers' positive emotions but has no significant effect on unplanned buying behavior. Based on the research discussion, buying behavior in this study is not only caused by fashion-oriented impulse buying behavior, but the purchase is also caused by planned impulse buying and reminder impulse buying. The conclusion is based on the reason for purchasing not only because of interest in attractive clothing models but also because of discounts and usefulness (reminder).

Keywords: Fashion involvement, money available, positive emotion, unplanned fashion-oriented impulse buying behaviors, fashion products

sources: http://repository.unair.ac.id/37028/