FACTORS AFFECTING URGE TO BUY IMPULSIVELY AND IMPULSE BUYING BEHAVIOR IN ZARA PAKUWON MALL

Abstract

FACTORS AFFECTING URGE TO BUY IMPULSIVELY AND IMPULSEBUYING BEHAVIOR IN ZARA PAKUWON MALL As globalization is rising, fashion industry is becoming one of the businesssector that has increasing rapidly in Indonesia. Seizing from the opportunity, theresearcher,who has a passion in fashion industry wants to open a clothing store in thefuture. This paper aims to investigate about factors affectingcustomer’surge to buyimpulsively. The research to understand impulse buying behavior is conductedcustomers of Zara Pakuwon Mall. The sample of this study consist of 100 peoplechosenby purposive sampling technique. An online questionnaire is distributed to theentire participants using six point likert scale as the measurement method. Data analysistechnique is done by SPSS .The result shows that all the variables which are store environment, and impulsebuying tendency are significant in affecting the urge to buy impulsively and to showimpulse buying behaviour. The finding advances the understanding of storeenvironment, impulse buying tendency, urge to buy impulsively and impulse buyingbehavior relationship phenomemon in fashion business in Indonesia