FACTORS INFLUENCING COMPULSIVE BUYING AT GREATER JAKARTA (JABODETABEK) AMONG YOUNG ADULTS CONSUMERS ON FASHION CLOTHING

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. vii 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