The Role of Positive Emotion Mediates Fashion Involvement On Impulse Buying
The Role of Positive Emotion Mediates Fashion Involvement On Impulse Buying
ABSTRACT : This study aims to determine how the positive emotion mediates fashion involvement on
impulse buying for the consumer product fashion H & M Mall Bali. The population in this study are all people
who have made a purchased fashion products at H & M Mall Bali Galeria. The sampling method used in this
study is purposive sampling technique by considering the criteria set by the researchers. Methods of data
collection in this study was a questionnaire online through a google form Samples were selected in this study
were 108 respondents. Data were analyzed using path analysis techniques. The results showed that the fashion
involvement and significant positive effect on positive emotion, Positive emotion has a positive and significant
impact on impulse buying. Fashion involvement positive and significant impact on impulse buying. Positive
emotion mediate the effect of involvement on impulse buying fashion at H & M Mall Bali Galeria. The results
of this research can be used to enrich the reference and knowledge relating to variable fashion involvement,
positive emotion and impulse buying.
KEYWORDS: Fashion involvement, Positive emotion, impulse buying
I. INTRODUCTION
Impulse buying is one of the consumer behavior in determining a purchase decision (Sharma et al., 2010).
The desire to make purchases often arise when visiting the store or mall (Deviana & Giantari, 2016). Impulse
buying can take place on a product, perfume, clothes, make-up and more. Impulse buying occurs when a person
has a fashion-based involvement by fashion trends trends (Kinasih & Jatra, 2018). According Temaja et al.
(2015) the internal factors of impulse buying behavior is internal cues of consumers and consumer personality
characteristics, stimulation in the study is the involvement of fashion. Fashion makes people look ahead in their
social environment Deviana & Giantari (2016).
fashion involvementthe consumer interest in a product fashion (such as clothing) that is driven by the
needs and attachment to a product (Wiguna & Nurcaya, 2014). Japarianto (2012) states that the involvement of
fashion is the involvement of a person with an apparel products for the needs, interests, interest and value to a
product. According Zeb et al. (2011) which states that in fashion marketing, fashion engagement refers to the
comfort level of a person against the latest fashion product category and also the involvement of fashion can be
attributed to differences in affection to the social environment. O'Cass (2004) stated that in view of fashion
involvement as issues related to the interaction between individuals.
positive emotionis one component of the process of psychological affective processes in Impulse Buying.
Positive emotion is said to be a state where the (potential) consumers have the positive mood that comes from
motivation to indulge through impulse buying (Coley in Mulyono, 2012). Generally, positive emotions in time
may lead to increased customer purchase impulse purchases and plays an important role in their intent to make a
purchase Chaudhuri and Holbrook (2002). Positive emotion is a feeling of pleasure or joy that is effectd by a
variety of environments, which can lead to impulse buying while shopping. Amiri et al.
This study was conducted based on the findings of previous studies on the effect of fashion involvement,
positive emotion and impulse buying with different results. Suchida research results (2019) states that the
fashion involvement and no significant negative impact on impulse buying. The results of the study Riana et al.
(2015) states that the fashion involvement and no significant negative effect on positive emotions. This is not in
line with the results of research Willy & Warmika (2015) and Kinasih & Jatra (2018) found that fashion
involvement and significant positive effect on positive emotions.
Results of research conducted by Dananjaya & Suparna (2016) states that the involvement of fashion
positive and significant impact on impulse buying. This is in line with research conducted Amiri (2012) resulted
in that fashion involvement positive and significant impact on impulse buying.
When shopping for customers who have a high fashion involvement showed more positive emotions,
this means that the positive emotions in the shop can increase engagement in impulse buying (Amiri, 2012).
Willy and Warmika (2015) in his research found that positive emotion significant effect to mediate the effect of
involvement fashion to fashion consumer impulse buying. Based on the study and the previous study, it can be
arranged hypothesis is as follows.
H4 : Positive emotion significantly mediates the role of fashion involvement in impulse buying
Sobel test
Sobel test was used to test the strength of the indirect effect of Fashion involvement variable (X) to Impulse
buying variable (Y) through a variable Positive emotion (M). The indirect effect Fashion involvement variable
(X) to Impulse buying variable (Y) through a variable Positive emotion (M) is calculated by multiplying the
path coefficient X to M (a) the path coefficients M to Y (b) or ab. Sobel Test formula as follows:
ab
Z=
Sab
SAT value is calculated by the following equation
ab = b2 Sa2 + a2 Sb2 + Sa2 Sb2
Based on the analysis in Annex 10 known the value of a = 0.741; sa = 0.083; b = 0,243; sb = 0.067, using
the formula above Sobel obtained Z value of 3.3422. Conclusion: Therefore z count equal to 3.3422 is greater
than 1.96 means that positive emotion is a variable that mediates the effect of involvement fashion to impulse
buying.
V. CONCLUSION
Based on the research that has been done can be seen that theoretically, this research as a whole supports
several theories that have been there before. This research is expected to contribute an empirical relationship
between the variables fashion involvement, positive emotion and impulse buying for the development of
marketing science. Data processing is done by using path analysis (path analysis) to estimate the causal
relationship between the variables predetermined by theory, classical assumption is also used in the processing
of the data in this study with the aim to ensure the results have met the basic assumptions in the regression
analysis. This study also uses Sobel test to test the strength of the indirect effect of fashion involvement variable
(X) to impulse buying (Y) through a variable positive emotion (M). The results of this research can be used to
enrich the reference and knowledge relating to variable fashion involvement, positive emotion and impulse
buying.
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