Does Brand Attachment Affect Compulsive Buying? Evidence of Indonesian Customers Fashion Lifestyle

Abstract

The purpose of this study is to analyze the relationship on actual self-congruence, ideal self-congruence, and brand attachment to impulsive buying and obsessive-compulsive buying. The target population of this study is customers of various fashion brands in several cities in Indonesia. Data collection was carried out using a questionnaire instrument. The questionnaire was distributed via online and the sample size determined for this study was 213 samples. The sampling technique is done by convenience sampling. Partial Structural Equation Modeling (PLS-SEM) approach with SmartPLS 3.3.0 program is used for data analysis. The results showed that consumers’ perceptions about the fit between self-concepts (actual or ideal) had a positive impact on brand attachment, which led to buying behavior (impulsive or obsessive-compulsive). Actual self-congruence has an impact on purchase decision making, while ideal self-congruence has no impact on purchase decision making.