Undergraduate thesis.

Pop-up fashion stores were temporary retail spaces that attracted consumers through unique products, limited time offers, and trendy setups. As these stores grew in popularity, it became essential to understand the factors that influenced consumer decision-making in this setting. This study aimed to investigate the impact of pop-up fashion stores on consumer buying behavior using a quantitative descriptive correlational design. A survey was conducted among 150 consumers who made purchases from 25 pop-up fashion stalls at Festival Mall, Muntinlupa City. The survey examined consumers{92} demographic profiles ( age, sex, and income) and behavioral factors, including cognitive (thinking), affective (emotions), personal, psychological, social, and cultural influences The data were analyzed using descriptive statistics, Kruskal-wallis H, Mann-Whitney U, and Spearman{92}s Rank Correlation. The findings revealed that cultural, psychological, and social factors significantly influenced buying behavior. Emotions, social trends, and the artistic appeal of fashion items were notable motivators. Age and monthly income showed a significant relationship with buying behavior, while sex did not. Many consumers were driven to purchase due to fear of missing out (FOMO), excitement, and the uniqueness of the stores. Marketing Plan were suggested as effective tools to support marketing in these settings. The study concluded that pop-up fashion stores significantly affect consumer behavior through psychological and cultural factors. It recommended the use of a marketing plan to enhance customer engagement and support informed decision-making. Businesses could apply these findings to develop more effective pop-up marketing strategies and increase customer interest.