PENGARUH FASHION INVOLVEMENT, SHOPPING LIFESTYLE DAN HEDONIC SHOPPING VALUE TERHADAP IMPULSIVE BUYING PADA KONSUMEN THE EXECUTIVE DI KOTA PEKANBARU

diana, putri and Zeshasina, Rosha (2023) PENGARUH FASHION INVOLVEMENT, SHOPPING LIFESTYLE DAN HEDONIC SHOPPING VALUE TERHADAP IMPULSIVE BUYING PADA KONSUMEN THE EXECUTIVE DI KOTA PEKANBARU. Diploma thesis, universitas bung hatta.

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Abstract

PENGARUH FASHION INVOLVEMENT, SHOPPING LIFESTYLE DAN HEDONIC SHOPPING VALUE TERHADAP IMPULSIVE BUYING PADA KONSUMEN THE EXECUTIVE DI KOTA PEKANBARU Diana Putri1, Zeshasina Rosa2 Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Bunghatta E-mail : dianaa.ptrr13@gmail.com, zeshasina.rosha@bunghatta.ac.id ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh fashion involvement, shopping lifestyle dan hedonic shopping value terhadap impulsive buying pada konsumen The Executive di Kota Pekanbaru. Populasi yang digunakan dalam penelitian ini adalah konsumen yang membeli produk secara spontan di The Executive Kota Pekanbaru dengan jumlah sampel 80 orang. Pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling dengan teknik purposive sampling. Pengambilan data pada penelitian ini melalui penyebaran angket, dengan menggunakan skala likert. Metode analisis yang digunakan adalah regresi linear berganda serta analisis statistik dengan menggunakan aplikasi SPSS 20. Hasil dari penelitian dapat disimpulkan bahwa fashion involvement tidak berpengaruh terhadap impulsive buying, shopping lifestyle berpengaruh positif dan signifikan terhadap impulsive buying dan hedonic shopping value berpengaruh positif dan signifikan terhadap impulsive buying. Kata Kunci: Impulsive Buying, Fashion Involvement, Shopping Lifestyle, Hedonic Shopping Value iv UNIVERSITAS BUNG HATTA THE INFLUENCE OF FASHION INVOLVEMENT, SHOPPING LIFESTYLE AND HEDONIC SHOPPING VALUE ON IMPULSIVE BUYING OF THE EXECUTIVE CONSUMERS IN PEKANBARU CITY Diana Putri1, Zeshasina Rosa2 Departement of Management, Faculty of Economics and Business, Bung Hatta University E-mail : dianaa.ptrr13@gmail.com, zeshasina.rosha@bunghatta.ac.id ABSTRACT The purpose of this research is to find out and analyze the influence of fashion involvement, shopping lifestyle and hedonic shopping value on impulsive buying of The Executive consumers in Pekanbaru City. The population used in this study are consumers who buy product spontaneously at The Executive in Pekanbaru City with a sample of 80 respondent. Sampling used in this research is non- probability sampling with purposive sampling technique. Retrieval of data in research by distributing questionnaires and using likert scale. The data analysis method in this study is multiple linear regression and analysis using the SPSS 20 application. The result of this study can be concluded that fashion involvement has no efect on impulsive buying, shopping lifestyle has a positive and significant effect on impulsive buying and hedonic shopping value has a positive and significant effect on impulsive buying. Keywords : Impulsive Buying, Fashion Involvement, Shopping Lifestyle, Hedonic Shopping Value

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