The Effect Of Price Discount And Fashion Involvement On Consumer Impulse Buying At Kalea Collections, Bima City

M. Fitrah  Hidayatullah; Ismunandar; Irma Mardian

doi:10.63922/ijebir.v5i04.4465

M. Fitrah Hidayatullah Study Program of Management, Sekolah Tinggi Ilmu Ekonomi (STIE) Bima
Ismunandar Study Program of Management, Sekolah Tinggi Ilmu Ekonomi (STIE) Bima
Irma Mardian Study Program of Management, Sekolah Tinggi Ilmu Ekonomi (STIE) Bima

DOI: https://doi.org/10.63922/ijebir.v5i04.4465

Keywords: Price Discount, Fashion Involvement, Impulse Buying

Abstract

This study aims to determine the tendency of impulsive purchases among the people of Bima City and to determine whether impulsive purchases influence Price Discount and Fashion Involvement. This study uses two independent variables Price Discount (X₁), Fashion Involvement (X₂), and Impulse Buying as the dependent variable (Y). The research problem formulation in this study includes determining how Price Discount and Fashion Involvement influence Impulse Buying and examining Kalea Collections consumers' views on Impulse Buying decisions made by consumers in Bima City.

This study used quantitative methods. Data collection was conducted by distributing questionnaires to 96 respondents in Bima City. These questionnaires were administered to Kalea Collections consumers in Bima City. The data collection technique used in this study was Incidental Sampling. Data analysis was performed using SPSS 26 for Windows. The research instrument was then tested using validity and reliability tests, followed by classical assumption tests and hypothesis testing.

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