PENGARUH FASHION INVOLVEMENT, BRAND IMAGE DAN PROMOSI TERHADAP IMPULSE BUYING PADA E-COMMERCE SHOPEE GURLBUCKET

Abstrak

Impulse buying adalah tindakan pembelian yang dilakukan konsumendimana sebelumnya belum ada rencana untuk membeli tersebut, konsumenmelakukan Impulse buying tidak berpikir untuk membeli suatu produk atau merektertentu. Faktor yang dapat mempengaruhi Impulse buying diantaranya fashioninvolvement, brand image, promosi. Tujuan penelitian yaitu untuk mengetahui danmenganalisis pengaruh fashion involvement, brand image dan promosi terhadapimpulse buying pada e-commerce Shopee GURLBUCKET.Penelitian ini dilakukan pada E-Commerce Shopee GURLBUCKET diKota Denpasar. Adapun yang menjadi objek dalam penelitian in adalah fashioninvolvement, brand image, promosi, dan impulse buying. Dalam penelitian ini,metode pengambilan sampel dengan menggunakan metode non-probabilitysampling secara purposive sampling. Metode pengumpulan data yangdipergunakan dalam penelitian ini adalah observasi, dokumentasi, kuesioner.Teknik analisis data yang digunakan dalam penelitian ini adalah analisis regresilinier berganda.Hasil penelitian menunjukkan fashion involvement berpengaruh positif dansignifikan terhadap impulse buying pada e-commerce Shopee GURLBUCKET.Maka dapat disimpulkan semakin baik fashion involvement maka semakin baikimpulse buying pada e-commerce Shopee GURLBUCKET. Brand imageberpengaruh positif dan signifikan terhadap impulse buying pada e-commerceShopee GURLBUCKET. Maka dapat disimpulkan semakin baik brand imagemaka semakin baik impulse buying pada e-commerce Shopee GURLBUCKET.Promosi berpengaruh positif dan signifikan terhadap impulse buying pada ecommerce Shopee GURLBUCKET. Maka dapat disimpulkan semakin baikpromosi maka sem

Abstract

Impulse buying is a purchasing action carried out by consumers where therewas no previous plan to buy, consumers make impulsive purchases without thinkingabout buying a particular product or brand. Factors that can influence impulsebuying include fashion involvement, brand image, promotion. The aim of theresearch is to determine and analyze the influence of fashion involvement, brandimage and promotion on impulsive purchases on Shopee GURLBUCKET ecommerce.This research was conducted at E-Commerce Shopee GURLBUCKET inDenpasar City. The objects of research are fashion involvement, brand image,promotions and impulse buying. In this research, the sampling method used a nonprobability sampling method using purposive sampling. The data collectionmethods used in this research are observation, documentation, questionnaires. Thedata analysis technique used in this research is multiple linear regression analysis.The research results show that fashion involvement has a positive andsignificant effect on impulse purchases on e-commerce Shopee GURLBUCKET. Soit can be concluded that the better the fashion involvement, the better the impulsebuying on Shopee GURLBUCKET e-commerce. Brand image has a positive andsignificant effect on impulse purchases on Shopee GURLBUCKET e-commerce. Soit can be concluded that the better the brand image, the better the impulse buyingon Shopee GURLBUCKET e-commerce. Promotions have a positive and significanteffect on impulse purchases on e-commerce Shopee GURLBUCKET. So it can beconcluded that the better the promotion, the better the impulse buying on ShopeeGURLBUCKET e-commerce.