Understanding Impulsive Buying for Fashion Products in Generation Z
| Main Authors: | Halim, Laurentia Verina, Hariyanto, V. Heru, Yudiarso, Ananta, Setiasih, Setiasih, Anggraini, Erlin, Parindra, Kevin, Yuniarti, Nada Ayu |
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| Format: | Proceeding NonPeerReviewed application/pdf |
| Bahasa: | eng |
| Terbitan: |
, 2023
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| Subjects: | |
| Online Access: |
http://repository.ubaya.ac.id/43269/ |
Daftar Isi:
- Impulsive buying is a shopping behaviour that is not planned in advance, which is described as something that arouses passion, lack of deliberate, and more to an unbearable buying behaviour. Many things affect impulsive buying behaviour, but what will be understood in this research are brand image, price, mental budgeting, and self-control. Generation Z has its own characteristics in shopping patterns. The following research aims to provide a more integrated picture of impulsive buying behaviour for fashion products, especially in Generation Z. The following article is a merging report of 3 studies, while still presenting the unique results of each study, but discussions and conclusions are based on the results of the merger of the 3 studies.