THE LOW-QUALITY INFLUENCE OF PURCHASING: THE CASE OF FASHION STORES IN INDONESIA

Unplanned purchasing involves buying goods or services influenced by the external environment, creating low-quality purchasing. This research was conducted towards consumers of the Muslim clothing store in Jember East Java, Indonesia, as the population. Accidentally sampling was used to draw 125 respondents to address the questionnaire. The result shows that hedonic shopping, fashion involvement, and store environment influence low purchasing quality in Muslim fashion stores. Most consumers were mature female consumers and government officials with bachelor’s degrees. Moreover, hedonic shopping, fashion involvement and store environment significantly influence low-quality purchase decisions. The research implied that consumers’ shopping behaviour would underline the quality of buying decisions.