This research is explanatory research survey, purpose to determine the
effect of fashion involvement, hedonic consumption tendency, positive emotions
towards the impulsive buying oriented fashion. This study mangambil location in
Yogyakarta with a sample of 200 respondents, while the subjects of this study
were students.
The data analysis technique used is simple linear regression analysis and
multiple linear regression and hypothesis testing using the t test and F test data
processing performed using SPSS version 17.0
The test results showed that fashion involvement, hedonic consumption
tendency, positive emotions running positive and significant effect on impulsive
buying. Based on the survey results revealed that consumers will feel very excited
and satisfied during their shopping when they are able to express curiosity,
fulfilling the need for a new experience, and a sense that they are exploring a new
world to be able to encouragement for consumer shopping motivation to fulfill
their desires as an emotional experience in the shopping center fashion that
ultimately lead to impulsive buying behavior