The Impact of Fast Fashion Elements on Female Consumer Buying Behavior ( A Study Case of H&M Grand Indonesia Shopping Town)

Abstract

The purpose of this research is to examine the impact of fast fashion elements on female consumer buying behavior of H&M fashion store in Jakarta. Fast fashion elements used comprise of price, enhanced design and quick response which impact to buying behavior. A survey will be conducted on 80 female consumers aged between 16-30 and ever bought H&M product in Grand Indonesia Shopping Town, Jakarta. The sampling method of this research is non-probability technique with judgmental sampling. This study uses SPSS (Statistical Package for Social Sciences) version 20.0 to check the statistical analysis of the data. Stepwise selection, the most popular method, combines forward and backward sequential approaches researcher used multiple linear regression analysis and doing the stepwise selection method to prove the hypotheses of this research. The result found that only two independent variables impact on consumer buying behavior (quick response and price) while enhanced design removed from the equation. Based on adjusted R² there are 26% quick response and price explain consumer buying behavior. This study recommend for future research to larger the scope to all gender with all H&M stores located throughout Indonesia to get better result.

Keywords: fast fashion, price, enhanced design, quick response, consumer buying behavior