Abstract:
This study aims to analyse and investigate the influence of shopping lifestyle, fashion involvement, and self confidence towards impulse buying behavior on the Generation Y. Using online questionnaires the data were collected. The number of respondents who identified as samples in this study was a hundred fashion product consumers that categorized as Generation Y. The SmartPLS was employed to test the hypotheses.
The results show that shopping lifestyle and self confidence significantly and positively related to fashion involvement. Furthermore, shopping lifestyle significantly and positively related to impulse buying behavior. While fashion involvement and self confidence had no significant affect to impulse buying behavior on the Generation Y.
