PENGARUH GAYA HIDUP HEDONIS, KETERLIBATAN FASHION DAN VISUAL MERCHANDISING TERHADAP PEMBELIAN IMPULSIF

Abstract

This research is meant to examine the influence of hedonic lifestyle, fashion involvement and visual merchandising to the impulsive buying through positive emotion. The population is all customers at Matahari Department Store Plaza Surabaya which is located on Jl. Pemuda No. 31-37, Surabaya. The sample collection technique has been conducted by using purposive sampling with the numbers of samples are 100 respondents. The data analysis technique has been carried out by using validity test and reliability test, classic assumption test and path analysis which has been conducted.The result of the test shows that hedonic lifestyle is proven to have positive and significant influence to the impulsive buying whereas fashion involvement is not proven to have significant influence to the impulsive buying,and visual merchandising is not proven to have positive influence to the impulsive buying, mean while the positive emotion does not have any significant influence to the impulsive buyers. The result of this research shows that the magnitudeof the indirect influence of hedonic lifestyle, fashion involvement, and visual merchandising to the impulsive buying through positive emotion which is larger than the direct influence of hedonic lifestyle, fashion involvement and visual merchandising to the impulsive buying.
Keywords: hedonism lifestyle, fashion involve, visual merchandising, positive emotion, impulsive purchasing.