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PENGARUH SHOPPING LIFESTYLE, FASHION INVOLVEMENT DAN HEDONIC SHOPPING VALUE TERHADAP IMPULSE BUYING BEHAVIOR PELANGGAN BUTIK CANTIK PURWOKERTO
Abstrak (Bhs. Indonesia)
Penelitian ini berjudul “Pengaruh Shopping Lifestyle, Fashion Involvement dan Hedonic Shopping Value Terhadap Impulse Buying Behavior Pelanggan Butik Cantik Purwokerto”. Penelitian ini bertujuan untuk menguji pengaruh Shopping Lifestyle, Fashion Involvement dan Hedonic Shopping Value terhadap Impulse Buying Behavior Pelanggan Butik Cantik Purwokerto. Populasi penelitian adalah pelanggan Butik Cantik Purwokerto. Penentuan sampel menggunakan purposive sampling, dan diperoleh sebanyak 100 responden. Hipotesis penelitian ini adalah: 1) Terdapat pengaruh shopping lifestyle terhadap impulse buying pelanggan Butik Cantik Purwokerto, 2) Terdapat pengaruh fashion involvement terhadap impulse buying pelanggan Butik Cantik Purwokerto, 4) Terdapat pengaruh hedonic shopping value terhadap impulse buying pelanggan Butik Cantik Purwokerto, dan 5) Variabel hedonic shopping value mempunyai pengaruh dominan terhadap impulse buying pelanggan Butik Cantik Purwokerto. Penelitian ini menggunakan metode analisis jalur dan untuk menguji koefisien jalur digunakan uji F dan uji t. Hasil penelitian menyatakan bahwa secara parsial terdapat pengaruh Shopping Lifestyle, Fashion Involvement dan Hedonic Shopping Value terhadap Impulse Buying Behavior pelanggan Butik Cantik Purwokerto. Hedonic Shopping Value mempunyai pengaruh dominan terhadap Impulse Buying Behavior.
Abtrak (Bhs. Inggris)
The title of this research is“Effects of Shopping Lifestyle,Fashion Involvement and Hedonic shopping Value towards Impulse Buying Behavior Consumer Boutique Cantik Purwokerto”. The purpose of this research was to Effects of Shopping Lifestyle,Fashion Involvement and Hedonic shopping Value towards Impulse Buying Behavior Consumer Boutique Cantik Purwokerto. The population of this research was the Consumer Boutique Cantik. The sampling technique was used purposive sampling method. The hypothesis are: 1) There is effect of Shopping Lifestyle towards Impulse Buying Behavior Consumer Boutique Cantik Purwokerto, 2) There is effect of Fashion Involvement towards Impulse Buying Behavior Consumer Boutique Cantik Purwokerto, 3) There is effect of Hedonic Shopping Value towards Impulse Buying Behavior Consumer Boutique Cantik Purwokerto, 4) Hedonic Shopping Value have a dominant influence towards Impulse Buying Behavior Consumer Boutique Cantik Purwokerto This research used the method of path analyze and to test the overall path coefficients with F test and t test. The results show that Shopping Lifestyle, Fashion Involvement and Hedonic Shopping Value have effect towards Impulse Buying Behavior Consumer Boutique Cantik Purwokerto, Hedonic Shopping Value have a dominant influence towards Impulse Buying Behavior Consumer Boutique Cantik Purwokerto
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