Millennia’s impulsive buying behavior: does positive emotion mediate?

Millennia’s impulsive buying behavior: does positive emotion mediate?

Indonesian buying behavior, especially on generation Y or millennialism, tends to be impulsive, and the rapid development of the retail fashion business allows marketers to learn and formulate the strategy. As a group of people, millennialism is a potential market segment. This study tries to invest...

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Bibliographic Details
Main Authors: Achmad Choirul, Yessy Artanti
Format: Article
Language:English
Published: Pusat Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Ilmu Ekonomi (PPPM STIE) 2019-08-01
Series:Journal of Economics, Business & Accountancy
Subjects:
hedonic shopping motives
fashion involvement
store atmosphere
positive emotion
impulsive buying
Online Access:https://journal.perbanas.ac.id/index.php/jebav/article/view/1738

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