Fashion Involvement and Impulse Buying on Online-Based Fashion Consumers

Abstract

This study aimed to describe the fashion involvement and impulse buying of Zalora consumers in Indonesia. The research method used is an explanatory survey method with a total sample of 100 visitors to the Zalora.co.id website. The data analysis technique used is descriptive and verification using path analysis with SPSS 23.0 for windows program tools. The results of the study reveal that fashion involvement has a positive effect on impulse buying with the influence being in a strong category based on the Guilford table. This shows that fashion involvement is a fairly good trigger simultaneously for impulse buying. To grow and increase impulse buying on Zalora consumers, it is recommended to make products that can stimulate consumers to buy products.