Impulse Buying: How Fashion Involvement in Generation Z Affects Their Purchases

Abstract

This study aims to examine impulse buying behavior towards fashion products in Generation Z with gender as a group analysis. Data was collected from 444 students at a university in West Java, Indonesia. The structural equation model partial least square (SEM-PLS) analysis was conducted to analyze the relationship between variables and test a series of hypotheses. Price Discounts, Store Atmosphere, and Fashion Involvement significantly affect Impulse Buying. There are differences in impulse buying behavior between men and women. This research fills the limited literature on SOR theory involving fashion involvement as an organism.