![]() ![]() ![]() A thorough review finds that the topic has much appeal and that consumer research has made significant progress toward understanding some of its parameters. Based on the results of the PLS analysis, the results show that (1) the involvement of Fashion has a positive and significant effect on impulsive buying of Zara's Fashion products, (2) The involvement of Fashion has a positive and significant effect on the tendency of hedonic consumption, (3) The tendency of hedonic consumption has a positive and significant effect on purchases impulsive Fashion products Zara and (4) the hedonic consumption tendency can mediate the influence of Fashion involvement on impulsive buying. Abstract Thirty years ago, Hirschman and Holbrook (1982) advocated greater attention to hedonic consumption and the myriad ways in which consumers seek pleasure and enjoyment. Further research data were analyzed using the Partial Least Square (PLS) analysis technique with the help of the Smart PLs program. The data in this study were obtained from the results of filling out a questionnaire. ![]() The number of respondents involved in this study was 100 respondents. While prior research has identified hedonic and utilitarian value as significant predictors of customer satisfaction (Jones et al., 2006 Lee and Kim, 2018 Ryu et al., 2010), scant research has investigated what constitutes a hedonic consumption experience or a utilitarian consumption experience in the lodging sector and, more importantly, how experiences associated with Airbnb and hotels may. The population in this study are consumers of ZARA Fashion products who have made unplanned purchases in Kuta, whose numbers cannot be identified (infinite). This study aims to examine the effect of Fashion involvement on impulsive buying mediated by hedonic consumption tendencies. ![]()
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