An Analysis of the Relationship between Prices, Shopping Habits, Promotions, and Fashion Involvements in Impulsive Buying Decisions

The research aimed to evaluate the direct and mediating association between impulsive buying behavior and theimpact of several elements, such as costs, shopping lifestyle, promotion, and fashion engagement. Quantitativeresearch was conducted by questionnaires to 100 participants, encompassing individuals from diverse age groups,jobs, and genders. However, only 88 questions were deemed legitimate and met the criteria for evaluation. In theinterim, a total of 12 surveys were deemed unsuccessful due to their failure to fulfill the established criteria orthe presence of incomplete responses provided by the participants. Researchers tested the relevance of the effectof each variable indicator that affected impulsive purchase using SmartPLS software. The findings indicate thatamong the factors examined, only one variable has a positive direction and a significant impact on impulsivebuying through the intervening channel, as seen by a p-value of 0.010. Conversely, the remaining variables exhibita lack of meaningful influence and display a negative direction. The result stipulates that the price is the primarycriterion for individuals who make impulsive purchases to satisfy their fashion wants. These findings have thepotential to address the idea that impulsive buying behavior is only determined by the intricate interplay of factorssuch as price, promotion, shopping lifestyle, and fashion engagement. Hence, it is necessary to employ alternativemethodologies to benchmark various indicator variables to discover fresh findings on impulsive purchase attitudeson digital platforms in the modern day.