The Influence of Brand Images on Impulsif Buying Behavior in Shopping Consumers in Zalora's Online Stores

Ramziya Zikra, Abdhy Aulia Adnans, Eka Danta Jaya Ginting

Abstract


Impulsive buying behavior owned by consumers specifically for women is inseparable from a number of behaviors which certainly have a significant influence on the emergence of impulsive buying behavior, one of the behaviors that can exert influence is brand image. This study aims to determine the effect of brand image on impulsive purchases of consumers who shop at zalora online stores. This study involved 392 early adult women in the city of Medan. The measurement instruments used in this study are the scale of the brand image and the scale of impulsive purchases. Simple regression analysis results show that brand image has a positive and significant effect on impulsive purchases. Brand image contributes positively to the emergence of impulsive buying behavior for consumers who shop at Zalora online stores. The implication of this research is that zalora online stores can continue to improve product quality and build a more optimal brand image for consumers.

Keywords


Impulsive Buying, Brand Image.

Full Text:

PDF

References


Blazquez Marta : 2014,Fashion Shopping In Multichannel Retail : The Role Of Technology In Enchancing The Customer Experinece,International Journal Of Electronic Commerce Vol 18, No4 Pp. 97-116

Dennis W. Rook : 1987,The Buying Impulsif. The Journal Of Consumer Reseach, Vol. 14 No. 2 189 – 199.

Herabadi, A., Verplanken, B., & Knippenberg, A. Van :2009, Consumption Experience Of Impulse Buying In Indonesia: Emotional Arousal And Hedonistic Considerations. Asian Journal Of Social Psychology, 12, 20-31.

Kotler, Philip Dan Keller Kevin Lane : 2008, Marketing Management. Thirteenth Edition, Volume Dua, Jakarta : Erlangga

Khasawneh, K., & Hasouneh, A. B : 2010, The Effect Of Familiar Brand Names On Consumer Behaviour: A Jordanian Perspective. International Research Journal Of Finance Economics. Vol. 43(1): 34–57.

Kotler,P, &Amstrong G : 2012, Principles Of Marketing Fourteenth Edition ,New Jersey : Person Education, Inc.

Rook, D. W: 1987, The Buying Impulse. The Journal Of Consumer Research, 14(2).

Saragih & Ramdhany : 2012, Influence of Customer Intentions in Online Shopping Back Through Information Technology Media Buy and Sell Forum (Fjb) Kaskus. Journal Of Information Systems Volume 8. Issue 2




DOI: http://dx.doi.org/10.52155/ijpsat.v20.2.1851

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Ramziya Zikra, Abdhy Aulia Adnans, Eka Danta Jaya Ginting

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.