Impulse buying behavior on consumer retail fashion in Surabaya-Indonesia

Impulse buying are mostly describe as purchases that suddenly made by consumers without proper consideration of buying process decision making. Causes of impulsive buying is very diverse both because of the influence of internal and external factors. All products maybe purchased impulsively, mostly for fashion. Consumers’ impulsive buying behavior in retailfashion is triggered by a physical shopping environment, the decision to buy a fashion’s product are unplanned. Purchase decisions are often directly made in the store. Impulse buying is also influenced by consumer involvement to the product, motives of shopping and emotional factors. The purpose of this study is to investigate the effect of internal factors which are product involvement, hedonic purchase tendency and positive emotion; and store atmosphere as external factor towards impulse buying behavior. The results showed that product involvement has positive effect on hedonic shopping tendency and positive emotion. Store atmosphere has positive effect on hedonic shopping tendency and positive emotion, as well. Moreover, positive emotion has positive effect on impulse buying behavior. Otherwise, hedonic shopping tendency has negative effect on impulse buying behavior