Matrealism Forms Consumer Compulsive Buying With Fashion Orientation As Mediation (Survey On @Appleblossom.Id Followers)

Roy Romadhon, Rahab Abrar, Lusi Suwandari


Changes in people's lifestyles regarding technology are becoming increasingly interesting to study. The
existence of increasingly developing technology demands changes in the materialistic behavior of
consumers who are increasingly high in order to maintain their existence. For example, the development
trend of clothing fashion makes a compulsive buying pattern that requires them to follow it. On the other
hand, negative behavior emerges from the pattern of compulsive behavior and on the other hand, social
views make him happier in that behavior.
This study aims to analyze the effect of materialism on compulsive buying mediated by fashion orientation.
The population in this study were all followers of Appleblossom Store Purwokerto. The sample size in this
study was 100 consumers. Convenience sampling method is used in sample selection. The analytical tool
used in this research is simple linear regression method.
The results of the analysis show that the materialism have a positive effect on compulsive buying.
Furthermore, materialism affects fashion orientation and consumer's fashion orientation affects compulsive
buying. The managerial implication of this research can be used as a reference regarding the development
of a clothing fashion marketing strategy which is strongly influenced by technological developments that
make changes in the nature of consumers become more materialistic because they see the latest fashion
trends so as to make potential profits through compulsive purchases made.
Keywords: Materialism, Fashion Orientation, Compulsive Buying.

Full Text:



Bhаrаthi, K аnd S. Sudhа. (2017). Shopping Orientаtion аnd Fаshion Orientаtion of Teenаge Consumers towаrds Pаtronаge Intention with Respect to Tirupur. Internаtionаl Journаl of Control Theory аnd Аpplicаtions. Vol. 10, Number 2.

Durmaz, Y. (2014). The Impact Of Psychological Factors On Consumer Buying Behavior and An Empirical Application In Turkey. Asian Social Science, 10(6), 194–204.

D’Astous, Alain. (1990). “An Inquiry Into The Compulsive Side of ‘Normal’ Consumers.” Journal of Consumer Policy, 13, 15-31.

Edwards, E.A. 1993. Development Of A New Scale For Measuring Compulsive Buying Behavior. The Journal of Financial Counseling and Planning, 4, 67-85.

Faber, R. J., & O'Guinn, T. C. (1989). A Clinical Screener for Compulsive Buying. Journal of Consumer Research, 19, 459-469.

Gutman, J., & Mills, M. K. (1982). Fashion Lifestyle, Self-Concept, Shopping Orientation, And Store Ptronage: An Integrative Analysis. Journal of Retailing, 58, 64-86.

Krueger, D.W. (1988). On Compulsive Shopping and Spending: A Psychodynamic Inquiry. American Journal Of Psychotherapy, 42, 574-584.

Park, H.-J., & Burns, L. D. (2005). Fashion Orientation, Credit Card Use, and Compulsive Buying. Journal of Consumer Marketing, 22, 135-141.

Richins, M. L. & Dawson, S. (1992). A Consumer Values Orientation For Materialism And Its Measurement: Scale Development And Validation. Journal of Consumer Research, 19, 303-316.

Roberts, J. A. (1998). Compulsive Buying Among College Students: An Investigation Of Its Antecedents, Consequences, And Implications For Public Policy. The Journal of Consumer Affairs, 32, 295-319.

Rook, D. W., & Fisher, R. J. (1995). Normative Influences On Impulsive Buying Behavior. Journal Of Consumer Research, 22, 305-313.


  • There are currently no refbacks.