Impulse Buying: How Generation Z's Enjoyment of Shopping Affects Their Fashion Buys
Tety Elida,
Wahyu Rahardjo,
Ari Raharjo
Abstract:This study examined the determinants that impact Generation Z's impulsive purchasing of fashion products. Implementing Stimulus Organism Responses (SOR), the research model is structured as Structural Equation Modelling (SEM). External stimuli include Price Discounts and Store Environment, with Shopping Enjoyment mediating between Hedonic Shopping Motivation and these two factors. In total, 444 students between the ages of 18 and 22 participated. Form questionnaires were distributed to 30 WhatsApp group classe… Show more
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