Title: THE INFLUENCE OF INVOLVEMENT AND AVAILABILITY OF FUNDS ON FASHION-ORIENTED UNPLANNED PURCHASE BEHAVIOR THROUGH CONSUMER POSITIVE EMOTIONS IN MODERN SHOPPING CENTERS IN THE CITY OF SURABAYA

Author: EKA ADIPUTRA

Item Type : Thesis (Thesis)

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

Publisher: Universitas Airlangga

 

Abstract

A survey conducted by the AC Nielsen agency explained that around 85% of purchases in modern shopping centers in the city of Surabaya were made unplanned or unplanned purchases. This phenomenon is expected to increase due to the growth in the number of modern shopping centers in the city of Surabaya. Consumer involvement factors and the availability of funds owned by consumers are predicted to further encourage unplanned purchasing behavior. Fashion (clothing) is one of the products that is most likely to cause unplanned purchases, especially with the involvement factor. Based on this, unplanned purchasing behavior is an interesting phenomenon to study. The aim of this research is to analyze the influence of consumer involvement in fashion and availability of funds on fashion-oriented unplanned purchasing behavior through consumers' positive emotions. The research was conducted at the largest modern shopping center in the city of Surabaya with samples consisting of mall visitors who had purchased fashion products with a total of 218 samples. The data analysis tool uses SEM with the AMOS program version 20. The results of the research analysis show that consumer involvement factors have a significant effect on consumers' positive emotions and unplanned purchasing behavior, positive consumer emotions also have a significant effect on unplanned purchasing behavior. Availability of funds has a significant effect on consumers' positive emotions but does not have a significant effect on unplanned purchasing behavior. Based on the research discussion, purchasing behavior in this research is not only caused by fashion-oriented impulse buying behavior, but these purchases are also caused by planned impulse buying and reminder impulse buying. This 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 emotions, unplanned fashion-oriented impulse buying behaviors, fashion products

 

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