PENGARUH HEDONIC SHOPING MOTIVATION, SALES PROMOTION, DAN FASHION INVOLVEMENT TERHADAP IMPULSE BUYING PRODUCT FASHION DI MALL LIVING WORLD

Abstrak

Dalam era konsumsi modern, perilaku belanja impulse menjadi fenomena yangsemakin umum terjadi di kalangan konsumen. Fenomena ini menjadi perhatian parapraktisi pemasaran karena dapat berdampak signifikan pada keputusan pembeliankonsumen.Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh darihedonic shopping lifestyle, sales promotion, dan fashion involvement terhadap impulsebuying product fashion di Mall Living World Bali. Populasi pada penelitian ini adalahkonsumen Mall Living World Bali yang pernah melakukan impulse buying padaproduct fashion. Populasi dalam penelitian ini tidak diketahui populasi secara pasti.Teknik pengambilan sampel dilakukan dengan teknik non-probability sampling denganmetode purposive sampling. Jumlah sampel yang diambil adalah sebanyak 100 orang.Teknik analisis yang digunakan dalam penelitian ini adalah uji asumsi klasik, ujideterminasi, regresi linier berganda, dan uji t dengan menggunakan IBM SPSS 24.0 forWindows.Hasil dari penelitian ini adalah sebagai berikut: 1) Hedonic shopping motivationberpengaruh positif dan signifikan terhadap impulse buying 2) Sales promotionberpengaruh positif dan signifikan terhadap impulse buying 3) Fashion involvementberpengaruh positif dan signifikan terhadap impulse buying. Saran dalam penelitian iniadalah 1) agar memperhatikan shopping lifestyle pelanggan dapat meningkat 2) agarmembuat pemberian kupon lebih efektif untuk promosi pelanggan.

Abstract

Impulse In the era of modern consumption, impulse shopping behavior is anincreasingly common phenomenon among consumers. An increasingly commonphenomenon among consumers. This phenomenon has become attention ofmarketing practitioners because it can have a significant impact on consumerpurchasing decisions. Consumer purchasing decisions.This study aims to determine and explain the effect of hedonic shoppinglifestyle, sales promotion, and fashion involvement on impulse buying fashionproducts at Living World Mall Bali. Buying fashion products at Living World BaliMall. Population in this study are Living World Bali Mall consumers who have madeimpulse buying on fashion products. The population in this study is not known theexact population. Technique sampling technique was carried out using nonprobability sampling technique with purposive sampling method. With purposivesampling method. The number of samples taken was as many as 100 people. Theanalysis techniques used in this research are classical assumption test,determination test, multiple linear regression, and t test using IBM SPSS 24.0 forWindows.The results of this study are as follows as follows: 1) Hedonic shoppingmotivation has a positive and significant effect on impulse buying 2) Salespromotion has a positive and significant effect on impulse buying positive andsignificant effect on impulse buying 3) Fashion involvement has a positive andsignificant effect on impulse buying. The suggestions in this study are 1) to payattention to the shopping lifestyle of customers can increase 2) to make coupongiving more effective for customer promotion.