THE EFFECT OF FASHION INVOLVEMENT AND SHOPPING LIFESTYLE ON IMPULSE BUYING WITH POSITIVE EMOTION AS A MEDIATING VARIABLE IN RENA FACTORY OUTLET LAMONGAN FASHION PRODUCT CONSUMERS
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Abstract
The fashion industry is currently growing very rapidly, driven by public interest in attractive and up-to-date appearance and easy access to information through social media. In Indonesia, the fashion industry shows positive growth, with data from the Ministry of Tourism and Creative Economy recording a contribution of 17.6% or Rp 225 trillion of the total national creative economy. Fashion trends trigger impulse buying in fashion stores where 85% of purchase transactions are spontaneous. Therefore, businesses need to observe the factors that influence consumerism and impulse buying to increase sales. This study was conducted to prove the relationship between fashion involvement, shopping lifestyle, and impulse buying with positive emotion as mediation in Rena Factory Outlet Lamongan customers (Study on Islamic University Lamongan students). This research uses quantitative methods. Quantitative data is obtained through computerized statistics using SmartPLS 4.0 software. This study focuses on four variables: Fashion involvement (X1), Shopping lifestyle (X2), Impulse buying (Y), and Positive emotion (Z), with the research location at Lamongan Islamic University. Based on research that has been done if Fashion Involvement and Shopping Lifestyle have a positive and significant effect on impulse buying. Factors such as the latest fashion styles, dressing for fashion, and responding to advertisements and following the latest fashion play an important role. Positive emotions also mediate this effect, encouraging impulse buying when consumers feel happy and satisfied. All hypotheses (H0, H1, H2, H3, H4) proposed in this study were accepted.
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