Abstract: This research aims to explain the effect of fashion involvement on impulse buying behavior mediated by hedonic consumption tendency on consumers of H&M Beachwalk Bali. The sample used are 102 respondents which are determined by the purposive sampling method. The data collection technique used is a questionnaire using the Likert scale measurement method and the data is analyzed by path analysis and sobel test. The results of the study show that fashion involvement and hedonic consumption tendency variables have a positive and significant effect on impulse buying behavior. Based on the results of the study, it is recommended for H&M companies that H&M should always update and vary the models, colors and sizes of various fashion, so that consumers can buy and wear their clothes as expected.
Keywords: Fashion Involvement, Hedonic Consumption Tendency, Impulse Buying Behavior.
Title: The Role of Hedonic Consumption Tendency in Mediating the Influence of Fashion Involvement on Impulse Buying Behavior
Author: Ni Luh Hening Wulan Pratiwi, Komang Agus Satria Pramudana
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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