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

Abstract

As globalization is rising, fashion industry is becoming one of the business sector that has increasing rapidly in Indonesia. Seizing from the opportunity, the researcher, who has a passion in fashion industry wants to open a clothing store in the future. This paper aims to investigate about factors affecting customer’s urge to buy impulsively. The research to understand impulse buying behavior is conducted customers of Zara Pakuwon Mall. The sample of this study consist of 100 people chosen by purposive sampling technique. An online questionnaire is distributed to the entire participants using six point likert scale as the measurement method. Data analysis technique is done by SPSS. The result shows that all the variables which are store environment, and impulse buying tendency are significant in affecting the urge to buy impulsively and to show impulse buying behaviour. The finding advances the understanding of store environment, impulse buying tendency, urge to buy impulsively and impulse buying behavior relationship phenomemon in fashion business in Indonesia.