Abstract
The phenomenon in the increasing fashion business is caused by online shopping activity, especially in fashion products. In this research, shopping activity is focused on online shopping. Online shopping is also called internet shopping, electronic shopping, online buying, or buying through the internet. Online shopping has become the newest trend for Indonesian as an alternative to buying a product or service. Advertisement and trend are able to influence consumers in doing or deciding to buy. This is the reason people buy excessively unplanned as needed. This research purpose is to observe the sales promotion influence toward impulse buying with hedonic shopping value as intervening to fashion online shopping consumers in Surabaya. This research uses 99 respondents, and the data analysis uses the Partial Least Square (PLS) model. The result shows that sales promotion and hedonic shopping value have significant positive influence on impulse buying. Moreover, hedonic shopping value as variable intervening has an influence between sales promotion to impulse buying.
Highlights
The fashion industry is a dynamic business industry
It encourages people to have more than one clothes and footwear
Primary data is data retrieved from the first source where individual data is taken from filling out a questionnaire. This data is a result of a questionnaire about the influence of hedonic shopping value and sales promotion toward impulse buying
Summary
The fashion industry is a dynamic business industry. This is marked with the uncertain demand as a result of consumers’ various styles and high taste; with this fact, it is impossible to predict the demand accurately. The fashion sector contributes 1.44 % in PDB Indonesia. Some factors such as the increasing consumers’ purchasing power in Indonesia especially in special occasions like Idul Fitri, Christmas, Chinese New Year; the increasing of population; the increasing of income per capita; and the increasing number of middle class society to high class society in Indonesia support the Indonesia retail growth [1]. Every human being wears clothes and footwear everyday in every activity. That is why the fashion retail section is always developing bigger [2]
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