Article Sidebar

Download
Download Article

Main Article Content

Abstract

The rapid growth of the fashion industry has contributed to an increase in impulsive buying behavior, particularly for collaborative products that offer exclusivity and uniqueness. This study aims to analyze the influence of fashion involvement, price perception, and perceived scarcity on impulse buying of Uniqlo collaborative products among university students in Surabaya. A quantitative approach was employed using a survey method through questionnaires distributed to students who had purchased Uniqlo collaborative products. The data were analyzed using Partial Least Square (PLS). The results indicate that price perception and perceived scarcity have a positive and significant effect on impulse buying, while fashion involvement does not significantly affect impulse buying. The R-Square value of 0.586 demonstrates that the proposed model explains 58.6% of the variance in impulse buying behavior. These findings suggest that external factors, particularly consumers’ perceptions of price and product scarcity, play a more dominant role in stimulating impulsive purchases than individual involvement in fashion. Theoretically, this study enriches consumer behavior literature by providing empirical evidence on the applicability of the Stimulus–Organism–Response (S-O-R) framework in explaining impulse buying behavior within the context of fashion collaboration products. Practically, the findings offer valuable insights for fashion retailers, especially Uniqlo, in designing effective marketing strategies through competitive pricing and scarcity-based promotions to encourage consumer purchase intentions while understanding the purchasing behavior of young consumers.

Keywords

Fashion Involvement Price perception Perceived Scarcity Impulse Buying Uniqlo Collaboration Products

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite
Prasetyo, S. T., & Purwanto, S. (2026). The Influence Fashion Involvement, Price Perception, and Perceived Scarcity To Impulse Buying of Uniqlo Collaboration Products among University Students in Surabaya. Golden Ratio of Marketing and Applied Psychology of Business, 6(2), 629–643. https://doi.org/10.52970/grmapb.v6i2.2277
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Abbas, M. Y., Pratama, F. I., Romdonny, J., & Maulana, Y. (2025). The influence of scarcity perception and FOMO on Gen Z impulse buying in Cirebon City. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(3), 9715–9727.
  2. Anggraini, I. D., & Sulistyowati, R. (2020). Pengaruh visual merchandising dan store atmosphere terhadap perilaku impulse buying: Studi kasus pada konsumen Miniso di Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 8(1). https://doi.org/10.26740/jptn.v8n1.p%p
  3. Aprilia, A., & Darmayanti, K. K. H. (2023). The relationship between impulse buying and post-purchase regret in female students who shop on e-commerce. Indonesian Journal of Behavioral Studies, 3(2), 126–135. https://doi.org/10.19109/ijobs.v3i2.21296
  4. Badan Pusat Statistik Jawa Timur. (2024). Jumlah perguruan tinggi, dosen, dan mahasiswa negeri dan swasta di bawah Kementerian Pendidikan Tinggi, Sains, dan Teknologi menurut kabupaten/kota di Provinsi Jawa Timur, 2024.
  5. Barton, B., Zlatevska, N., & Oppewal, H. (2022). Scarcity tactics in marketing: A meta-analysis of product scarcity effects on consumer purchase intentions. Journal of Retailing, 98, 741–758. https://doi.org/10.1016/j.jretai.2022.06.003
  6. Cengiz, H., & Şenel, M. (2024). The effect of perceived scarcity on impulse-buying tendencies in a fast fashion context: A mediating and multigroup analysis. Journal of Fashion Marketing and Management, 28(3), 405–425. https://doi.org/10.1108/JFMM-03-2023-0082
  7. Adnan, Murhaban, Ningsih, E. F., Azani, T. M., Suryani, Nur, A. A., Anwar, Yulmaida, T., Faradila, P., & M., I. A. A. (2024). Strategi pemasaran dan perilaku konsumen di era digital. Mega Press Nusantara. https://books.google.co.id/books?id=T71HEQAAQBAJ
  8. Fatin, F., Nurlenawati, N., & Triadinda, D. (2024). Pengaruh fashion involvement dan hedonic shopping motivation terhadap impulse buying pada retail fashion Uniqlo di Karawang. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(9), 5685–5703. https://doi.org/10.47467/alkharaj.v6i9.2487
  9. Forbes. (2019, September 24). Uniqlo dismisses the idea that it’s fast fashion through the concept of LifeWear. https://www.forbes.com/sites/abinlot/2019/09/24/uniqlo-dismisses-the-idea-that-its-fast-fashion-through-the-concept-of-lifewear/
  10. Global Fashion Agenda. (2024). The GFA monitor update 2024. https://globalfashionagenda.org/wp-content/uploads/2024/11/GFA-Monitor-Update-2024-Final-2.pdf
  11. Harahap, R. H., & Harahap, M. I. (2025). Analisis pola perilaku konsumsi Generasi Z terhadap produk fashion Uniqlo: Tinjauan ekonomi Islam. Journal of Business and Economics Research, 6(1), 154–167. https://doi.org/10.47065/jbe.v6i1.6917
  12. Hasanah, S., & Sundari, S. (2025). The influence of FOMO and impulsive buying on students’ personal financial management moderated by self-control. 6(2), 767–774.
  13. Hermawan, T., & Dermawan, R. (2024). The effect of price perception and shopping lifestyle on impulse buying at TikTok Shop among Generation Z in Surabaya City. Indonesian Journal of Business Analytics, 3(6), 2141–2152. https://doi.org/10.55927/ijba.v3i6.5933
  14. Hingo, H. T., Azzam, I., & Sulistyandari. (2023). The influence of shopping lifestyle and fashion involvement on impulse buying behavior of customers at Converse Living World Pekanbaru. Jurnal Manajemen dan Bisnis, 12(2), 192–203.
  15. Ladiestory.ID. (2023). Peluncuran kolaborasi Uniqlo x KAWS diwarnai antrean panjang di seluruh dunia. https://www.ladiestory.id/peluncuran-kolaborasi-uniqlo-x-kaws-diwarnai-antrean-panjang-di-seluruh-dunia-76524
  16. Maharani, P. K., Giantari, I. G. A. K., Purnami, N. M., & Wardana, M. A. (2024). Impulse buying fashion. CV Intelektual Manifes Media. https://books.google.co.id/books?id=z-kSEQAAQBAJ
  17. Muhiroh, N. L. H., & Nuryanto, I. (2025). Pengaruh sales promotion, fashion involvement, dan hedonic shopping motivation terhadap impulsive buying pada konsumen Rabbani di Semarang. Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi, 5(3), 148–159. https://doi.org/10.55606/jurimea.v5i3.1004
  18. Nguyen, D. N., & Nguyen, D. V. (2025). FOMO and the impulsive purchasing behavior of young people. 10(3), 41–47.
  19. Pandrianto, N., Oktavianti, R., & Sari, W. P. (2020). Digitalisasi dan humanisme dalam ekonomi kreatif. Gramedia Pustaka Utama. https://books.google.co.id/books?id=TuUREAAAQBAJ
  20. Populix. (2023). Consumer behavior and impulsive buying in Indonesia. https://info.populix.co/
  21. Putri, N. A., & Setyawan, A. A. (2024). Analysis of impulse buying behavior oriented on fashion. 7, 9152–9165.
  22. Republika. (2024). Jelang Lebaran, ini barang yang paling banyak dibeli di e-commerce. https://ekonomi.republika.co.id/berita/sblw8y502/jelang-lebaran-ini-barang-yang-paling-banyak-dibeli-di-ecommerce
  23. Rifai, M. I., Suryadi, M., & Asriarti, N. (2025). Dampak konten influencer dan tren TikTok terhadap perilaku impulse buying. Sosial Horizon: Jurnal Pendidikan Sosial, 12(3), 245–256. https://doi.org/10.31571/sosial.v12i3.9990
  24. Salma, G., & Falah, A. M. (2023). Fashion sebagai bentuk ekspresi diri dan karakter mahasiswa Universitas Muhammadiyah Bandung. ATRAT: Jurnal Seni Rupa, 11(1), 94–103. https://doi.org/10.26742/atrat.v11i1.3197
  25. Saputri. (2022). Pengaruh komunikasi pemasaran Instagram Bornndeer terhadap brand awareness dan minat beli followers @bornndeer.jkt. Jurnal Media Kom, 12(1), 104–110.
  26. Statista. (2024). Apparel—Indonesia. https://www.statista.com/outlook/cmo/apparel/indonesia
  27. Sudaryanto, Subagio, N. A., Hanim, A., & Utami, C. W. (2024). Consumer behavior Gen Z. Penerbit Universitas Ciputra. https://books.google.co.id/books?id=MW_9EAAAQBAJ
  28. Suwito, G. A., Westri, M. G., & Susilowati, K. (2025). Scarcity effect on impulse buying: The mediating role of arousal. 15(1), 55–69.
  29. Telaumbanua, S. W., & Firmialy, S. D. (2024). Analisis pengaruh price perception terhadap impulse buying dengan perceived risk sebagai moderator pada Generasi Z: Studi kasus pada Shopee live streaming di Jawa Barat. Jurnal Ekuilnomi, 6(2), 281–292. https://doi.org/10.36985/nc4kwp18
  30. Uniform Market. (2025). Global apparel industry statistics: Market size and trends 2025. https://www.uniformmarket.com/statistics/global-apparel-industry-statistics