THE INFLUENCE OF FASHION INVOLVEMENT, POSITIVE EMOTIONS AND AFFILIATE MARKETING ON IMPULSE BUYING GENERATION Z

Maria Retno Utami; Ferrynela Purbo Laksono; Caecilia Wahyu Estining Rahayu

doi:10.24071/icebmr.v2i1.212

Authors

Maria Retno Utami Sanata Dharma University Author
Ferrynela Purbo Laksono Sanata Dharma University Author
Caecilia Wahyu Estining Rahayu Sanata Dharma University Author

DOI:

https://doi.org/10.24071/icebmr.v2i1.212

Keywords:

Fashion Involvement, Positive Emotions, Affiliate Marketing, Impulse Buying

Abstract

This research aims to determine: (1) the joint influence of fashion involvement, positive emotions and affiliate marketing to impulse buying on generation Z users of the Shopee application in Yogyakarta City, (2) influence fashion involvement to impulse buying among generation Z users of the Shopee application in Yogyakarta City. (3) the influence of positive emotions on impulse buying on generation Z users of the Shopee application in Yogyakarta City, (4) influence of affiliate marketing to impulse buying among generation Z users of the Shopee application in Yogyakarta City. The sampling technique used is purposive sampling. Data was obtained by distributing questionnaires about fashion involvement, positive emotions, affiliate marketing and impulse buying to 100 respondents. Data analysis using multiple linear regression and using SPSS 22. The research results showed that: (1) fashion involvement, positive emotions, affiliate marketing together have a significant effect on impulse buying, (2) fashion involvement positive and significant effect on impulse buying, (3) positive emotions have a positive and significant effect on impulse buying, (4) affiliate marketing positive and significant effect on impulse buying.

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