SHOPPING ORIENTATION, STATUS CONSUMPTION AND IMPULSE BUYING OF GENERATION X AND Y IN PURCHASING FAST FASHION PRODUCTS

Generation cohorts have different tendencies in purchase behaviors, especially the X and Y. Although age gap between these two generation is not wide, has distinctive behaviors that are from In fashion business, consumers do consider brands purchasing their clothes, but they calculate benefits buying a clothing product. However, Y it as part of social status, therefore, position themselves middle class or upper by what wear. The aim this research to investigate fast products Surabaya. reflected through such variables shopping orientation, status consumption, impulse buying. As quantitative research, data collected using questionnaires distributed 100 respondents. respondents chosen purposive sampling technique. Then, tested for validity, reliability, normality, homogeneity. To test hypothesis, independent samples t-test used. results show differences significant orientation there no consump-tions.