PENGARUH CITRA MEREK, HEDONIC SHOPPING MOTIVATION, DAN FASHION INVOLVEMENT TERHADAP IMPULSE BUYING

Abstract

This research aimed to examine the effect of brand image, hedonic shopping motivation, and fashion involvement on impulse buying at Matahari Department Store Tunjungan Plaza Surabaya. The research was comparative causal. The population were all customers who had bought the product at Matahari Department Store Tunjungan Plaza Surabaya. The sampling collection technique used purposive sampling, so there were 100 people. In addition, the instrument used questionnaires, and the data analysis technique used multiple linier regression with Statistical Product and Service Solution (SPSS) 21.0 for Windows. The research result concluded that brand image variable and hedonic shopping had positive and significant effect on impulse buying; while, fashion involvement variable had positive and significant effect on impulse buying in partially. In addition, fashion involvement variable had positive effect and dominant on impulse buying variable.

Keywords : Brand Image, Hedonic Shopping Motivation, Fashion Involvement, Impulse Buying.