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PENGARUH PRICE DISCOUNT DAN FASHION INVOLVEMENT TERHADAP PEMBELIAN IMPULSIF (Studi pada Konsumen Online Fashion Zalora)

Natashya, Aprilianur Mardela (2019) PENGARUH PRICE DISCOUNT DAN FASHION INVOLVEMENT TERHADAP PEMBELIAN IMPULSIF (Studi pada Konsumen Online Fashion Zalora). Undergraduate (S1) thesis, University of Muhammadiyah Malang.

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Abstract

Based of two-factor theoretical model, this study is conducted to perceive the impact of price discount and fashion involvement towards the impulsive buying. This research uses survey as the data colleting method, towards 120 respondents as the buyer of Zalora online fashion store based in Malang area. This research shows that the price discount does not give an impact towards the impulsive buying in Zalora online fashion store. However, fashion involvement shows the positive impact towards the impulsive buying. The limitation occurs in this research is, no impact of price discount of variable towards impulsive buying is found. Base on this research, can be conveyed that improving the fashion movement can increase the impulsive buying

Item Type: Thesis (Undergraduate (S1))
Student ID: 201510160311351
Thesis Advisors: Eko Handayanto (0023056801), Sri Nastiti Andharini (0721026501)
Keywords: Fashion Involvement, Impulsive Buying, Price Discount.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: 201510160311351
Date Deposited: 21 Aug 2019 01:16
Last Modified: 21 Aug 2019 01:16
URI : http://eprints.umm.ac.id/id/eprint/50220

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