| Analysis of Influence of Factors on Fashion-Oriented Impulse Buying with Hedonic Consumption Tendency and Positive Shopping Emotion as Mediators The objective of this study to examine the influence of factors on fashion-oriented impulse buying with hedonic consumption tendency and positive emotion as mediating variables. The data used are primary data using questionnaires with closed questions. Questionnaires were distributed by online survey to 226 male and women who work in Jakarta. The sampling method used in this study is probability sampling with simple random sampling technique. The data is processed by Structural Equation Model (SEM) with LISREL 8.80. The result shows that fashion involvement, shopping lifestyle, and in-store browsing has an influence on fashion-oriented impulse buying through hedonic consumption tendency. Fashion involvement and in-store browsing has a direct influence to fashion-oriented impulse buying. Hedonic consumption tendency has a direct influence to fashion-oriented impulse buying through positive shopping emotion. |