The Influence of Fashion Lifestyle, Sales Promotion, and Self Image to Impulse Buying Behaviour and Customer Satisfaction

Abstract

This study is to analyze the influence of fashion lifestyle, sales promotion, and self image to impulse buying behaviour and customer satisfaction. Type of research is quantitative. The population of this study were 100 students who used the Shopee mobile application at Narotama Surabaya University. The analysis technique used is Partial Least Square. Data obtained from questionnaires and tasted with SmartPLS 3.0 application. The result of this study indicate that fashion lifestyle, sales promotion, and self image have a positive and significant influence on impulse buying behaviour and customer satisfaction. Impulse buying behaviour has a positive and significant effect on customer satisfaction.

How Youtube Beauty Vlogger Review, Self Congruity and Price Perception Influence Impulse Buying and the Impact On Repurchase Intention (Case Study at Teenager Users of Emina Cosmetics In Surabaya)

“…The results demonstated that the t-statistic value smaller than t-table and p-value greater than 0.05 can mean that the impulse buying variable as an intervening variable in this study is less able to be a mediator so it cannot strengthen the influence of Beauty Vlogger Review, Self Congruity and Price Perception, which are independent variables of repurchase intention as depen-dent variables. These results are inversely proportional to some previous studies that also use impulse buying as an intervening variable such as research conducted by Mayasari (2019) with the research title "The Influence of Fashion Lifestyle, Sales Promotion and Self Image to Impulse Buying Behavior and Customer Satisfaction", the results Mayasari's research shows that impulse buying has a significant effect and can be an intervening variable for customer satisfaction based on the results of the t-statistic test that is greater than t-table 1,661 and the p-value is smaller than 0.05. Besides Tobing (2019) on the results of his research entitled "The Effect of Utilitarian and Hedonic Shopping Value on Impulse Buying and Its Effect on Repurchase Intention of Fashion Products in Online Stores (Case Study of Online Shopee Consumers in Pontianak)" found that impulse buying has an influence which is significant towards repurchase intention and is able to be a mediator between the independent and dependent variables.…”

Pengaruh Gaya Hidup Dan Kualitas Pelayanan Melalui Kepuasan Konsumen Terhadap Minat Beli Ulang

“…Perusahaan harus mengaktualisasikan keinginan konsumen menjadi suatu kepuasan yang diberikan melalui produk yang dihasilkan dengan tujuan membangun hubungan baik dengan konsumen sehingga menjadi loyal terhadap perusahaan. Penelitian terdahulu yang dilakukan oleh Susanty & Kenny (2015) serta Mayasari (2019) membuktikan bahwa adanya pengaruh positif dari gaya hidup konsumen terhadap tingkat kepuasan yang dirasakan oleh konsumen. Berdasarkan uraian tersebut, maka hipotesis pertama pada penelitian ini adalah: H1: Gaya Hidup Berpengaruh Positif terhadap Kepuasan Konsumen…”

The Role of Hedonic Motivation and FOMO on the Impulsivity of e- Commerce Users during COVID-19 Pandemics in Indonesia

“…According to Mayasari (2019), more impulsive buying behavior occurred with the increase of sales promotions. Previous research (Ismail and Siddiqui, 2019;Kumar and Kaur, 2018;Akram et al, 2017) revealed that sales promotion positively impacted customers' impulsive buying behavior.…”

“…In addition, sales promotions offered by e-commerce, such as discounts, free samples, etc. could also influence consumers to have impulsive buying behavior (Mayasari, 2019;Ismail and Siddiqui, 2019;Fitri, 2018;Kumar and Kaur, 2018;Liyanage and Wijesundara, 2020). According to Genchev and Todorova (2017), sales promotion could retain and captivate consumers because it could benefit them.…”

“…The fact that along with the hedonic motivation, fear of missing out, and sales promotion are effective since it could stimulate consumers to buy the product with a special offer (Lehman and Winner, 2006;Walsh, 2000). Despite several studies have found that hedonic drive, fear of missing out, and sales have a beneficial impact on customers' spontaneous purchasing behavior (Tirtayasa et al, 2020;Wahab et al, 2018;Sahetapy et al, 2020;Gultekin and Ozer, 2012;Çelik et al, 2019;Fitri, 2018;and Putri, 2020;Mayasari, 2019;Ismail and Siddiqui, 2019;Kumar and Kaur, 2018), studies that analyzed these factors during the crisis still inadequate. Consumers' behavior such as impulsivity using e-commerce during a crisis may differ from a non-crisis or daily basis since consumers are doing self-isolation and restricted from the outside world.…”