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Discounts Drive Impulse Buying More Than Emotions, Study of Nevada Fashion Consumers Finds
A 2026 study by Nadia Kumala Sari, Dina Lusianti, and Dian Wismar’ein from Universitas Muria Kudus reveals that price discounts play a stronger role than emotions in triggering impulse buying among fashion consumers. Published in the Formosa Journal of Social Sciences (FJSS), the research focuses on Nevada brand customers in Kudus Regency and highlights how pricing strategies continue to dominate consumer decision-making in Indonesia’s growing fashion market.
The findings matter for retailers, marketers, and policymakers as Indonesia’s fashion industry expands rapidly. Government data shows steady growth in the textile and fashion sector, fueled by rising consumer demand and the popularity of online shopping. Yet, intense competition among brands has made it harder to convert consumer interest into actual purchases. Nevada, a private label owned by PT Matahari Department Store Tbk, illustrates this challenge. Despite offering discounts of up to 75 percent, its brand performance has declined, raising questions about what truly motivates consumers to buy.
Rising Competition in a Growing Fashion Market
Fashion is no longer just about clothing—it represents identity, lifestyle, and social expression. As trends evolve quickly, consumers are increasingly exposed to new styles and promotions. This environment encourages spontaneous purchases, especially when shoppers encounter attractive deals or products aligned with their personal taste.
However, a preliminary survey cited in the study found that many Nevada customers were hesitant to buy, even when discounts were high. Some respondents questioned product quality or felt that available designs did not match current trends. These factors reduced emotional engagement and weakened the impact of promotional strategies.
How the Study was Conducted
The research used a quantitative approach based on survey data from 126 Nevada jeans customers in Kudus Regency. Participants were selected based on specific criteria: they had made at least two impulse purchases, followed fashion trends, and experienced positive emotions while shopping within the past six months.
The researchers analyzed the data using statistical modeling to examine relationships between four key variables:
- Discounts
- Fashion involvement (interest in fashion trends)
- Positive emotions
- Impulse buying behavior
This approach allowed the team to measure both direct and indirect effects among these factors in a structured way.
Key Findings: Price Still Rules
The study delivers several clear and actionable findings:
-
Discounts significantly increase impulse buying
Consumers are more likely to make spontaneous purchases when prices are reduced. -
Fashion involvement also boosts impulse buying
Shoppers who closely follow trends are more likely to buy impulsively. -
Positive emotions influence buying decisions
Feelings such as happiness and excitement contribute to spontaneous purchases. -
Discounts and fashion involvement increase positive emotions
Both factors make consumers feel more satisfied and enthusiastic while shopping. -
But emotions do not act as a bridge
Positive emotions do not mediate the relationship between discounts or fashion involvement and impulse buying.
In simple terms, consumers may feel happy when they see discounts or trendy products, but those emotions are not the main reason they make impulse purchases. Instead, the decision is driven more directly by perceived value and relevance.
The statistical results reinforce this conclusion. The direct effect of discounts on impulse buying (0.498) is far stronger than its indirect effect through emotions (0.133). A similar pattern appears for fashion involvement, confirming that emotional responses are secondary rather than decisive.
What the Researchers Say
Dina Lusianti of Universitas Muria Kudus explains that discounts remain a powerful trigger because they create a sense of economic benefit. Consumers perceive they are getting more value for their money, which leads to faster purchase decisions.
The research team also highlights that consumer involvement in fashion—such as following trends or identifying with certain styles—plays a meaningful role. When products align with personal identity, consumers are more inclined to buy without hesitation.
However, the study challenges a common assumption in marketing: that emotions are the main driver of impulse buying. Instead, it shows that rational considerations, such as price and product relevance, still dominate consumer behavior.
Implications for Business and Industry
The findings offer practical insights for fashion retailers and marketers:
1. Discounts remain essential—but not sufficient
Price promotions can attract attention and trigger purchases, but they must be supported by appealing products.
2. Trend alignment is critical
Consumers are more responsive when products match current fashion trends and personal preferences.
3. Emotional marketing has limits
Creating a pleasant shopping experience is important, but it cannot replace strong value propositions.
4. Product quality and trust matter
Doubts about authenticity or quality can reduce positive emotions and weaken purchasing decisions.
For businesses, this means combining competitive pricing with strong product design and brand credibility. For policymakers and industry stakeholders, the study highlights the need to support innovation and quality improvement in local fashion brands.
Broader Impact on Consumer Behavior Research
The study also contributes to ongoing academic debates about impulse buying. Previous research has produced mixed results regarding the role of emotions as a mediating factor. This study provides evidence that, at least in the context of Nevada customers in Kudus, emotions do not serve as a key intermediary.
This opens opportunities for future research to explore other influencing factors, such as social media exposure, peer influence, or digital shopping experiences.
Author Profiles
Nadia Kumala Sari, Universitas Muria Kudus
Dina Lusianti, S.E., M.M., Universitas Muria Kudus,
Dian Wismar’ein, Universitas Muria Kudus
Source
DOI: https://doi.org/10.55927/fjss.v5i1.4
URL : https://journalfjss.my.id/index.php/fjss/index
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