Pengaruh kelompok generasi, fashion fanship, sikap, dan pembelian impulsif terhadap pengeluaran fashion : studi pada pembeli pria dari generasi Y dan generasi Z di area Jabodetabek

Deskripsi

This research is intended to look at the impacts of generation Y and generation Z on fashion fanship, Sikaps and impulsive buying of male shoppers. By using multiple regression method, it is revealed that fashion fanship and generation have positive impact on fashion spending. While on the other hand, Sikap and impulse buying do not have a significant effect on fashion spending. By using the responses from 300 respondents from Jabodetabek area, it is found that Y generation has purchasing tendency that is more often than Z generation. While for fashion fanship, sikap and impulse buying, the trend for Y generation is not higher than Z generation.Ada tabel