Antecedents of Unplanned Purchase of Fashion Products Ramayana Department Store in Ambon City

Zainuddin Latuconsina, Ulfa Sahirah Surahman

Abstract


The development of the current era has made the needs of the Indonesian people's lives bigger, so that economic growth is also experiencing rapid development. Business industry players try to compete by implementing various aggressive marketing strategies in order to attract consumer interest as expected. This study aims to analyze antecedents of unplanned purchase of fashion products Ramayana Department Store in Ambon City. This type of research is quantitative research. The research sample is consumers who have bought fashion products at the Ramayana Department Store in Ambon City. The data analysis method used is partial least square (PLS). The results of this study indicate that shopping lifestyle, involvement of fashion products, hedonic shopping motivation, and store atmosphere have a positive and significant effect on unplanned purchase of fashion products Ramayana Department Store in Ambon City.


Keywords


shopping; lifestyle; fashion; product; motivation; purchase

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DOI: https://doi.org/10.33258/birci.v5i3.6026

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