The Significance of Understanding Consumer Behavior in the Fashion Industry

Oct 13, 2025 by wbrum.org 10 views

The Effect of Shopping Lifestyle and Fashion Involvement on Impulse Buying: A Study of Consumers of UMKM Ryn Boutique Clothing Store Jalan Dr. Mansyur Medan

Introduction

In the current era of globalization, the fashion industry in Indonesia is growing rapidly. People are increasingly aware of the importance of attractive performances and following the latest fashion trends. Fashion has become an integral part of lifestyle, affects the way we dress, eat, live our daily lives, and also the way we look at ourselves. This study aims to investigate the influence of shopping lifestyle (shopping lifestyle) and involvement in fashion (fashion involvement) on consumer impulsive shopping behavior, especially among the customers of the Ryn Boutique clothing store located on the road Dr. Mansyur, Medan.

Shopping Lifestyle and Fashion Involvement: A Key to Understanding Consumer Behavior

Shopping lifestyle describes individual choices in spending time and money. This reflects the values and preferences of consumers when they shop. Conversely, fashion involvement refers to the level of involvement or motivation of individuals that influence their spending decisions. When consumers feel involved in fashion, they tend to be more sensitive to trends and have a stronger encouragement to buy items that are in accordance with their style. Impulse buying itself is a purchase that occurs without previous planning and triggered by a sudden encouragement.

The Significance of Understanding Consumer Behavior in the Fashion Industry

The fashion industry is a highly competitive market, and understanding consumer behavior is crucial for businesses to succeed. By understanding consumer preferences and shopping habits, businesses can create targeted marketing strategies that appeal to their target audience. In the context of the Ryn Boutique clothing store, understanding consumer behavior can help the business to design a more effective marketing strategy that caters to the needs of their customers.

Methodology

The population in this study includes all consumers who have made purchase transactions at the Ryn Boutique store. From this population, researchers took 96 respondents samples using purposive sampling techniques. Data was collected through the distribution of questionnaires to respondents who had made impulsive purchases and were at least 17 years old.

Analysis and Results

The analysis using the T test shows that both shopping lifestyle and fashion involvement have a significant effect on impulse buying. The value of t count for shopping lifestyle is 8.124, far greater than T table 1.984, with a significance level of 0,000 which means it is much smaller than 0.05. The same thing also applies to fashion involvement, which shows the same value of t count with identical significance. This shows that the higher Shopping Lifestyle and Fashion Involvement, the more likely consumers make impulsive purchases.

Furthermore, the calculation of the coefficient of determination shows the value of R of 0.633 or 63.3%. This indicates a pretty strong relationship between shopping lifestyle and fashion involvement of impulse buying. Meanwhile, the R Square value of 0.401 shows that 40.1% of the impulse buying variable can be explained by these two variables. This emphasizes the importance of understanding consumer behavior in the context of spending lifestyle and fashion involvement, as a determining factor in influencing impulsive purchasing decisions in MSMEs.

Implications for MSME Owners

This research provides important insights for MSME owners, especially in the fashion sector, to design a more effective marketing strategy. By understanding consumer behavior and preferences, they can create interesting shopping experiences and in accordance with the needs of consumers, which in turn can encourage increased sales and customer loyalty.

Conclusion

In conclusion, this study highlights the importance of understanding consumer behavior in the context of shopping lifestyle and fashion involvement. The findings of this study suggest that both shopping lifestyle and fashion involvement have a significant effect on impulse buying. By understanding consumer behavior, MSME owners can design a more effective marketing strategy that caters to the needs of their customers, leading to increased sales and customer loyalty.

Recommendations for Future Research

Future research can build on the findings of this study by exploring other factors that influence consumer behavior in the fashion industry. Additionally, research can be conducted to investigate the impact of social media on consumer behavior in the fashion industry.

Limitations of the Study

This study has several limitations. Firstly, the sample size is relatively small, which may limit the generalizability of the findings. Secondly, the study only focuses on the Ryn Boutique clothing store, which may not be representative of other MSMEs in the fashion industry.

Conclusion

In conclusion, this study provides important insights into the influence of shopping lifestyle and fashion involvement on consumer impulsive shopping behavior. The findings of this study suggest that both shopping lifestyle and fashion involvement have a significant effect on impulse buying. By understanding consumer behavior, MSME owners can design a more effective marketing strategy that caters to the needs of their customers, leading to increased sales and customer loyalty.
Frequently Asked Questions (FAQs) about the Effect of Shopping Lifestyle and Fashion Involvement on Impulse Buying

Q: What is shopping lifestyle, and how does it affect consumer behavior?

A: Shopping lifestyle refers to individual choices in spending time and money. It reflects the values and preferences of consumers when they shop. A consumer's shopping lifestyle can influence their purchasing decisions, including their tendency to make impulse buys.

Q: What is fashion involvement, and how does it impact consumer behavior?

A: Fashion involvement refers to the level of involvement or motivation of individuals that influence their spending decisions. When consumers feel involved in fashion, they tend to be more sensitive to trends and have a stronger encouragement to buy items that are in accordance with their style.

Q: What is impulse buying, and how does it relate to shopping lifestyle and fashion involvement?

A: Impulse buying is a purchase that occurs without previous planning and triggered by a sudden encouragement. Research has shown that both shopping lifestyle and fashion involvement have a significant effect on impulse buying.

Q: How can MSME owners use this knowledge to design a more effective marketing strategy?

A: By understanding consumer behavior and preferences, MSME owners can create targeted marketing strategies that appeal to their target audience. This can include designing shopping experiences that cater to the needs of their customers, using social media to engage with customers, and creating products that are in line with current fashion trends.

Q: What are some potential limitations of this study?

A: This study has several limitations, including a relatively small sample size and a focus on a single MSME. Future research can build on the findings of this study by exploring other factors that influence consumer behavior in the fashion industry.

Q: How can consumers use this knowledge to make more informed purchasing decisions?

A: Consumers can use this knowledge to make more informed purchasing decisions by understanding their own shopping lifestyle and fashion involvement. This can help them to identify their own tendencies towards impulse buying and make more thoughtful purchasing decisions.

Q: What are some potential implications of this study for the fashion industry as a whole?

A: This study highlights the importance of understanding consumer behavior in the context of shopping lifestyle and fashion involvement. By understanding consumer behavior, the fashion industry can create more effective marketing strategies that cater to the needs of their customers, leading to increased sales and customer loyalty.

Q: How can researchers build on the findings of this study in future research?

A: Future research can build on the findings of this study by exploring other factors that influence consumer behavior in the fashion industry. This can include investigating the impact of social media on consumer behavior, exploring the role of influencers in shaping consumer preferences, and examining the effects of different marketing strategies on consumer behavior.

Q: What are some potential applications of this study in the real world?

A: This study has several potential applications in the real world, including the development of more effective marketing strategies for MSMEs, the creation of targeted advertising campaigns that appeal to specific consumer segments, and the design of shopping experiences that cater to the needs of customers.