Shopping lifestyle and fashion involvement on impulsive buying of a fast-fashion product in Bandung City

This research focuses on the influence of shopping lifestyle and fashion involvement in inclusive shopping by focusing on the Uniqlo brand in the city of Bandung. The shopping lifestyle is usually popular with young people to get the best clothing styles for traveling or just going to college. In this case, a company originating from Japan is one of the choices of young people in the city of Bandung to adjust their lifestyle. Fashion is very popular with young people nowadays, there has been a lot of development from the beginning of fashion until now. The research carried out is included in the type of quantitative research. According to Sugiyono (2019), it is a research method based on the philosophy of positivism as a scientific or scientific method because it fulfills concrete or empirical scientific principles. The data that will be searched for will be collected using Google, from which will be shared online and will focus on the younger generation of people who often shop at Uniqlo Trans Studio Bandung. The measurement scale used for this research is the Interval scale. For quantitative analysis, five answers will be given to variable respondents using a scale of 1 which means strongly disagree, 2 disagree, 3 neutral, 4 agree, and 5 strongly agree. With an emphasis on the Uniqlo brand in Bandung, Indonesia, this study investigates the impact of shopping lifestyle and fashion involvement on inclusive shopping. Under the name PT Fast Retailing Indonesia, the Japanese corporation Uniqlo has been operating in Indonesia since June 22, 2013. The brand is well-known for its trendy, youth-oriented casual apparel, which includes jackets, pants, and shirts. Products from Uniqlo are renowned for having premium materials and eye-catching designs that appeal to both young and old. The brand's fame is also a result of its partnerships with films and musicians. This study about the influence of fashion and shopping lifestyle on impulsive purchases made by Uniqlo customers was carried out in the Indonesian city of Bandung. This can offer crucial information on impulsive purchasing. The study's findings indicate that a person's purchasing habits and fashion preferences have a significant impact on their propensity for impulsive purchases. Since trends are constantly evolving and many of them do not want to fall behind, they have a strong urge to follow viral or ongoing trends. The younger generation in Bandung is more likely to make impulsive purchases because they want to follow these trends and will be more receptive to marketing and products that fit within these trends.