PENGARUH SHOPPING LIFESTYLE, FASHION INVOLVEMENT, DAN HEDONIC SHOPPING TERHADAP IMPULSE BUYING PRODUK FASHION ERIGO PADA PELANGGAN E-COMMERCE SHOPEE

Riska Agustin Ayu Nur Kusuma  Wardani; Suwitho Suwitho

Riska Agustin Ayu Nur Kusuma Wardani Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Suwitho Suwitho Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya

Keywords: shopping lifestyle, fashion involvement, hedonic shopping, impulse buying

Abstract

Higher development of commerce in Indonesia has changed consumers shopping behavior, including the increasing impulse buying in the fashion industry. Easy access, attractive promotions, and a wide variety of fashion product choices encourage consumers to make spontaneous purchases. Erigo, one of the popular local fashion brands in e-commerce, succeeds in attracting consumers through digital marketing strategies and continually evolving fashion trends. This research aims to determine the effect of shopping lifestyle, fashion involvement, and hedonic shopping on the impulse buying of Erigo fashion products for Shopee e-commerce customers. This research is a quantitative study. The population is infinite, namely STIESIA Surabaya students who have engaged in impulse buying through Shopee. The sampling technique used was purposive sampling with 97 respondents, calculated using the Lameshow formula. Data was collected through a questionnaire, and the analysis used multiple linear regression, F-test, coefficient of determination, and t-test with SPSS version 27.0. The results show that fashion involvement and hedonic shopping have a positive and significant effect on impulse buying of Erigo fashion products for Shopee e-commerce customers, while shopping lifestyle has an insignificant effect.