PENGARUH HEDONIC SHOPPING VALUE, FASHION INVOLVEMENT DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING PADA STORE MAP FASION JOGJA CITY MALL YOGYAKARTA

Abstrak

Penelitian ini memiliki tujuan untuk menganalisis dan mengetahui apakah ada pengaruh antara hedonic shopping value, fashion involvement dan shopping lifestyle terhadap impulse buying pada Store Map Fasion Jogja City Mall Yogyakarta. Penelitian ini dilakukan di Store Map Fasion Jogja City Mall Yogyakarta. Pendekatan kuantitatif digunakan dalam penelitian ini dengan jenis data yaitu data primer dan sekunder. Teknik sampling yang diterapkan adalah purposive sampling. Sebanyak 100 responden didapatkan menjadi jumlah sampel. Teknik pengumpulan data yang digunakan adalah studi literature dan juga survey melalui penyebaran angket. Penelitian ini menggunakan metode analisis regregi berganda, uji validitas dan reliabilitas, uji asumsi klasik, dan uji hipotesis. Hasil penelitian ini menunjukkan bahwa (1) Hedonic Shopping Value berpengaruh positif dan signifikan terhadap Impulse Buying pada Store Map Fashion di Jogja City Mall Yogyakarta, (2) Fashion Involvement berpengaruh positif dan signifikan terhadap Impulse Buying pada Store Map Fashion di Jogja City Mall Yogyakarta, (3) Shopping Lifestyle tidak berpengaruh signifikan terhadap Impulse Buying pada Store Map Fashion di Jogja City Mall Yogyakarta.

This study aims to analyze and determine whether there is an influence between hedonic shopping value, fashion involvement and shopping lifestyle on impulse buying at Store Map Fashion Jogja City Mall Yogyakarta. This study was conducted at Store Map Fashion Jogja City Mall Yogyakarta. A quantitative approach was used in this study with the types of data, namely primary and secondary data. The sampling technique applied was purposive sampling. A total of 100 respondents were obtained as the number of samples. The data collection technique used was literature study and also survey through questionnaire distribution. This study uses multiple regression analysis methods, validity and reliability tests, classical assumption tests, and hypothesis tests. The results of this study indicate that (1) Hedonic Shopping Value has a positive and significant effect on Impulse Buying at Store Map Fashion in Jogja City Mall Yogyakarta, (2) Fashion Involvement has a positive and significant effect on Impulse Buying at Store Map Fashion in Jogja City Mall Yogyakarta, (3) Shopping Lifestyle does not have a significant effect on Impulse Buying at Store Map Fashion in Jogja City Mall Yogyakarta.