Abstract:
Purpose Young adults would have been easy to shop and to buying. The
hedonic shopping motivation could have emerged because of several
factors. The motivation for hedonic shopping is also not concentrated
on trying to acquire a product but on meeting social and psychological
requirements. People are shopping not just because they want to buy a
product but also because they want to have fun with each other in
shopping areas. The purpose of this study was aimed to analyze
Compulsive Buying factors among Young Adults. The Independent
Variables in this study are Hedonic Shopping Motivation,
Neuroticism, Materialism and Fashion Interest. Meanwhile, the
Dependent Variable in this study is Compulsive Buying.
Design This research uses the Quantitative methods with non-probability and
snowball sampling technique. The questionnaire was spread from
January to March and distributed through online by social media, such
as; Line, WhatsApp, Instagram and Twitter, 271 questionnaires were
returned, whereas there are only 220 valid feedbacks. Barlett’s and
Kaiser Mayer Olkin (KMO) and Cronbach’s Alpha have been used to
test the validity and reliability in order to measure the validity and
reliability of the data. For the hypothesis testing in this skripsi, the
Structural Equation Modeling was used.
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Findings The findings of this study were shows that Hedonic Shopping
Motivation influences Compulsive Buying, Neuroticism influences
Compulsive Buying, Materialism influences Compulsive Buying,
Fashion Interest influences Compulsive Buying. Moreover,
Neuroticism influences Materialism and Materialism influences
Fashion Interest.
Value The researcher believes that this is the first research on factors
influencing Compulsive Buying at Greater Jakarta among young
adults consumers on Fashion Clothing and the variables of Hedonic
Shopping Motivation, Neuroticism, Materialism and Fashion Interest
