The Effect of Fashion Involvement, Peer Pressure, and Self-Esteem on Compulsive Buying

(Study on Generation Z as Consumers of H&M Stores in Badung Regency, Bali)

Changes in individual purchasing behavior are driven by both internal and external factors. The rapid emergence of fashion trends, including clothing, accessories, hairstyles, shoes, and bags, has led to an increasing urge to own the latest fashion products. This behavior is influenced by individuals' high interest in fashion, social pressure, and the desire to enhance self-esteem. This research aims to explain the influence of fashion involvement, peer pressure, and self-esteem on compulsive buying behavior among Generation Z consumers at H&M stores in Badung Regency, Bali. Data collection was conducted through a questionnaire distributed using purposive sampling, resulting in a sample of 140 respondents, determined based on Roscoe's Theory. The data were analyzed using descriptive analysis, classical assumption tests, multiple linear regression, and hypothesis testing. The findings indicate that fashion involvement, social pressure, and self-esteem have a positive and significant impact on compulsive buying, both individually and collectively. The theoretical implication of this study identifies the key factors behind compulsive buying, supporting previous research and aligning variable relationships with established theory. The practical implication highlights that, while compulsive buying presents opportunities for businesses to boost sales, it can have long-term negative consequences for consumers.