Articles

The Influence of Hedonic Shopping Motivation, Fashion Involvement, and Sales Promotion on Impulse Buying in E-commerce Shopee

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The marked phenomenon of the fashion industry causes a person to experience behavior by unconsciously buying something without thinking Long or often called impulse buying driven by positive emotions and motivations. In addition to this e-commerce shopee popular today often attempt to make consumer impuls buy behavior based on hedonic shopping motivation, fashion involvement, and sales promotion The objectives of this research are analyze the influence of hedonic Shopping motivation, influence fashion involving, and sales promotion on impuls buying on shopee e- commerce.  This research employs a quantitative approach to examine the population of postgraduate and bachelor’s students at FEB University of Muhammadiyah Surakarta. Utilizing a purposive sampling technique, this study engaged 100 respondents meeting specific predetermined criteria. The primary data for this research were gathered through questionnaire-based data collection techniques. Smart PLS was utilized as the primary data analysis tool. The results of the analysis of research data show that: hedonic shopping motivation has a positive and significant influence on impulsive buying; fashion involvement has a positive and significant influence on impulsive buying; And sales promotion has a positive and significant impact on impulsive buying.

Influence of Fashion Involvement, Attitude, and Price, Toward Purchase Intention of Ethnic Weaving

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Ethnic weaving from Indonesia is one of the ethnic fabrics that have very high cultural value. Indeed, ikat weaving is not as popular as batik, but the beauty and cultural philosophy contained in the ikat weaving is not inferior to batik. The weaving industry in Indonesia has long been developed and became a unique characteristic. Ikat weaving has developed in each tribe in Indonesia from generation to generation as an activity to preserve traditional arts. The purpose of this research is to identify and examine the influences of fashion involvement, attitude toward purchasing behavior, price, toward purchase intention of ikat weaving.

The type of research is quantitative and the data collection method used is a questionnaire survey. In this study, data were collected from 125 respondents who are people with an interest in ikat weaving. This study uses PLS-SEM to test the data. This research proved that both attitude toward purchasing behavior and price have positive influences on purchase intention of ikat weaving. Fashion Involvement has a positive influence on attitude toward purchasing behavior. Lastly, attitude toward purchasing behavior has a mediating influence on the relationship between fashion involvement and purchase intention of ikat weaving.