Pengaruh Gaya Hidup Berbelanja, Mode Fashion Dan Informasi Elektronik Dari Mulut Ke Mulut Terhadap Pembelian Impulsif Pada Merek Fashion Lokal Roughneck Di E-Commerce

Abstract

The fashion industry in Indonesia continues to grow in line with technological advancements and changes in lifestyle, where fashion products are not only seen as basic needs but also as a means of self-expression and social status. This study aims to analyze the impact of shopping lifestyle, fashion involvement, and electronic word of mouth (e-WOM) on impulsive buying behavior of local fashion products on e-commerce platforms. Based on a survey of 400 respondents in Bandar Lampung, the results indicate that despite the attractive quality and design of local fashion brands such as Roughneck, impulsive buying behavior remains low. Factors such as lower shopping lifestyle, relatively low consumer involvement in fashion, and the influence of consumer reviews (e-WOM) are the main determinants of impulsive purchasing decisions. This study suggests that local brands should strengthen consumer engagement with current fashion trends, manage e-WOM more effectively, and create a more engaging shopping experience to boost impulsive buying behavior.