Pengaruh Fashion Involvement Terhadap Impulse Buying Melalui Positive Emotion Pada Produk Fashion Muslim d i E - Commerce

Abstract

The purpose of this research article is to analyze whether fashion involvement can significantly influence impulse buying with positive emotion mediation. This writing method uses a literature study with the aim of illustrating each type of review with one or two examples from the Fashion Involvement, Impulse Buying, and Positive Emotion literature, as well as providing a series of recommendations for aspiring literature review writers on this topic. The results of this study say that Fashion Involvement has a positive and significant effect on impulse buying through positive emotions. That is, positive emotions are able to mediate between fashion involvement and impulse buying. The higher the involvement of fashion consumers will affect positive emotions and can increase impulse buying.