THE EFFECT OF FASHION INVOLVEMENT ON IMPULSE BUYING WITH POSITIVE EMOTION AS A MEDIATION VARIABLE AT H&M MANADO
Keywords:
Fashion Involvement, Impulse buying dan Positive emotionAbstract
This study aims to determine the effect of fashion involvement on impulse buying, positive emotion, and the effect of positive emotion on impulse buying, the effect of fashion involvement on impulse buying mediated by positive emotion. This study uses a quantitative research approach with deductive logic/reasoning, the population in the study were H&M Manado customers. The analysis method used is a descriptive statistical analysis using SEM-PLS. The results showed that fashion involvement has a negative and insignificant effect on impulse buying. Fashion involvement has a positive but significant effect on positive emotions. Positive emotion has a positive and significant effect on impulse buying, and Fashion involvement has a positive and significant effect on impulse buying mediated by positive emotion.
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