THE Price Discounts and Fashion Involvement to Increase  Online Impulsive Buying:  Study Among Teenagers at Yogyakarta

Dwi Wahyu Pril Ranto; Endang Hariningsih; Wahyu Eko Prasetyanto; Debby Mulya Oktafiani

doi:10.47747/ijbme.v2i4.408

Authors

Dwi Wahyu Pril Ranto Sekolah Tinggi Ilmu Bisnis (STIB) Kumala Nusa Yogyakarta
Endang Hariningsih Sekolah Tinggi Ilmu Bisnis (STIB) Kumala Nusa Yogyakarta
Wahyu Eko Prasetyanto Sekolah Tinggi Ilmu Bisnis (STIB) Kumala Nusa Yogyakarta
Debby Mulya Oktafiani Sekolah Tinggi Ilmu Bisnis (STIB) Kumala Nusa Yogyakarta

DOI:

https://doi.org/10.47747/ijbme.v2i4.408

Keywords:

Price Discounts, Fashion Involvement, Online Impulsive Buying, Marketplace

Abstract

This study aims to examine the relationship between discount prices and fashion involvement with impulse buying. The self-administrated questionnaire was developed from the literature administered to 135 female teenagers in Yogyakarta. Multiple regression analysis was used to examine the relationship between discount prices and fashion involvement in impulse buying. The results showed a significant relationship between discount prices and price involvement with impulse buying among teenagers. This study provides valuable insights into teenage impulse buying behavior in an online setting, especially Shopee marketplace, with integrated price discounts and fashion involvement as the antecedent

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