The Influence of Discounts and Fashion Involvement on Impulsive Buying with Positive Emotions as an Intervening Variable (Study of Nevada Brand Customers in Kudus Regency)

Nadia Kumala Sari; Dina Lusianti; Dian Wismar’ein

doi:10.55927/fjss.v5i1.4

Authors

Nadia Kumala Sari Universitas Muria Kudus
Dina Lusianti Universitas Muria Kudus
Dian Wismar’ein Universitas Muria Kudus

DOI:

https://doi.org/10.55927/fjss.v5i1.4

Keywords:

Discounts, Fashion Involvement, Positive Emotions, Impulse Buying

Abstract

Nevada is a private label fashion brand owned by PT Matahari Department Store Tbk. This study aims to analyze the effect of discounts and fashion involvement on impulse buying, with positive emotions as an intervening variable among Nevada brand customers in Kudus Regency. This study used quantitative methods. The population in this study were Nevada brand customers, specifically jeans, in Kudus Regency. The sampling technique used was purposive sampling, with 126 respondents. Data analysis used the SEM (Structural Equation Model) method with the assistance of the AMOS program. The results showed that discounts have a positive and significant effect on positive emotions. Fashion involvement has a positive and significant effect on positive emotions. Discounts have a positive and significant effect on impulse buying. Fashion involvement has a positive and significant effect on impulse buying. Positive emotions have a positive and significant effect on impulse buying. Positive emotions do not mediate the effect of discounts and fashion involvement on impulse buying

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