PENGARUH HEDONIC SHOPPING MOTIVATION DAN FASHION INVOLVEMENT TERHADAP IMPULSE BUYING

Abstract

This research in meant to find out the influence of hedonic shopping motivation and fashion
involvement to the impulse buying. The population is all female customers of Matahari Departemen
Store City Of Tomorrow Surabaya. The sample collection technique has been selected as samples. The
data analysis technique has been done by using multiple linier regressions. The result of the
examination shows that hedonic shopping motivation has positive and significant influence to the
impulse buying. Meanwhile, fashion involvement has positive and significant influence to the impulse
buying . The result of the test shows that based on the partial coefficient determination value, the
hedonic shopping motivation influence to the impulse buying. The result show that when the level of
fashion ivolvement of a customer when she is shopping at matahari departement citty of tomorrow
Surabaya is getting high, it will enchance the impulse as well. The result of the test shows that based
on the partial coefficient determination value, the hedonic shopping motivation variable becomes a
variable which has dominant influence to the impulse buying.

Keywords : Hedonic Shopping Motivation, Fashion involvement, dan Impluse Buying