Impulsive Buying Behavior of H&M Products in Gen-Z:The Role ofIncomeand Self-Esteem

Tessy, Nastasya Ryoko Bonang and Setiasih, Setiasih (2024) Impulsive Buying Behavior of H&M Products in Gen-Z:The Role ofIncomeand Self-Esteem. Journal of Consumer Sciences (JCS), 9 (1). pp. 122-141. ISSN 2460-8963

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Abstract

Generation Z is currently the largest consumer in Indonesia; thus their values and priorities could lead to changes in consumption patterns and societal norms. This study examined the influence of income, self-esteem, and impulsive buying behavior of H&M products in Gen-Z. This research was conducted using a quantitative cross-sectional with a predictive design. Research respondents were obtained through a non-random accidental sampling of 374 Gen-Z who had made unplanned purchases of clothes from the H&M brand at least once in the past month. Data analysis was performed using correlation and multiple regression tests. The results showed that income and self-esteem could be used as predictors of impulse buying behavior. However, the income itself showed no contribution when self-esteem was controlled. Research implies that monitoring self-esteem and using interventions to increase self-esteem could help control impulse buying behavior that individuals, especially Gen-Z, usually do.

Item Type:	Article
Uncontrolled Keywords:	fashion product, Generation Z, impulsive buying behavior, self-esteem
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Psychology > Department of Psychology
Depositing User:	Setiasih 5122
Date Deposited:	16 Feb 2024 03:43
Last Modified:	16 Feb 2024 03:43
URI:	http://repository.ubaya.ac.id/id/eprint/45987

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