The results of this research provide the knowledge necessary for designing strategies and programs for marketing for marketers and retailers of global sports shoes in the country, in order to benefit from the high-paying and lucrative markets of the students. according to this, hedonic Consumption Values in relation to the Utilitarian Consumption Values is more important in the intention of buying Athletic Footwear in the student's market. The results showed that of Utilitarian and hedonic Consumption Values were affected by coefficients of 0.79 and 0.87, respectively.
Structural Equation Modeling was used for the analysis of the data. Questionnaire of the Consumption values and Intention of Purchasing (yoh et al, 2016) were used who's facial and content validity and internal consistency were verified by specialists and Cronbach's alpha, respectively. The method was descriptive correlative approach. The statistical sample using was selected accidentally to be 373 individuals. Hedonic consumption is also pleasure derived due to experience of a particular brand and this study is important in consumer behaviour theory. The population of the study was the all students in the University of Kurdistan. Hedonic consumption is consumption of products by individuals for experiencing happiness after satisfying basic needs of food, clothing and shelter. Therefore, the purpose of this research is to investigate the role of two prevailing consumer value benefits on the intention to purchase global brands of Athletic Footwear in the student market. Keywords: Fashion Involvement, Hedonic Consumption Tendency, Impulse Buying Behavior.Consumption values are considered as important predictive factors in consumer behavior. Based on the results of the study, it is recommended for H&M companies that H&M should always update and vary the models, colors and sizes of various fashion, so that consumers can buy and wear their clothes as expected.
The results of the study show that fashion involvement and hedonic consumption tendency variables have a positive and significant effect on impulse buying behavior. The data collection technique used is a questionnaire using the Likert scale measurement method and the data is analyzed by path analysis and sobel test. The sample used are 102 respondents which are determined by the purposive sampling method.
Abstract: This research aims to explain the effect of fashion involvement on impulse buying behavior mediated by hedonic consumption tendency on consumers of H&M Beachwalk Bali. A) hedonic consumption B) need marketing C) want marketing D) sensory marketing D) sensory marketing 4) As manufacturing costs decrease and the amount of products that people accumulate goes up, consumers increasingly want to buy things that will provide value.
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