PENGARUH SHOPPING LIFESTYLE, FASHION INVOLVEMENT DAN HEDONIC SHOPPING TERHADAP IMPULSE BUYING PELANGGAN

Abstract

This research is meant to find out the influence of shopping lifestyle, fashion involvement and hedonic shopping
to the impulse buying behavior. The population is the customers who have ever purchased women clothes at
Pointbreak Tunjungan Plaza Surabaya. The sample collection technique has been done by using sampling
purposive and 100 people have been selected as samples. The analysis has been done by using multiple linear
regressions. The result of the research shows that shopping lifestyle, fashion involvement, and hedonic shopping
have influence to the impulse buying of the fashion product at Pointbreak Tunjungan Plaza Surabaya. This
result indicates that the model which have applied in this research is feasible to be continued for the following
analysis. This result is also supported by the level of coefficient correlation is 74.0% which shows that the
correlation among these variables to the impulse buying is firm. The partial test shows that each variable i.e.
shopping lifestyle, fashion involvement, and hedonic shopping has positive and significant influence to the
impulse buying. Meanwhile, the variable which has dominant influence to the impulse buying is shopping
lifestyle because its partial coefficient determination is the biggest when it is compared to other variables.
Keywords: Shopping Lifestyle, Fashion Involvement, Hedonic Shopping, Impulse Buying