PENGARUH SHOPPING LIFESTYLE DAN FASHION INVOLVEMENT TERHADAP IMPLUSE BUYING

Eka Hendra Priyatna, Lutfi Nurul Lutfia, Masturo Masturo

Abstract


Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Shopping Lifestyle Dan Fashion Involvement Terhadap Impluse Buying Pada Konsumen Produk Flickabags Di Instagram. Penelitian ini adalah penelitian kuantitatif. Sampel dalam penelitian ini sejumlah 96 responden di Flickabags di Instagram. Teknik pengambilan sampel yang digunakan adalah teknik non probality sampling dengan cara accidental sampling. Hasil penelitian menunjukkan bahwa Shopping Lifestyle (X1) berpengaruh positif terhadap Impluse Buying (Y). Hal ini ditunjukkan dengan thitung >t tabel yakni 6,475 > 1,985, variabel Fashion Involvement (X2) berpengaruh posistif terhadap Impluse Buying (Y). Hal ini  ditunjukkan dengan thitung > ttabel yakni 3,192 > 1,985. Dan nilai signifikan regresi sebesar 0,000 < 0,05. Dan secara  simultan variabel Shopping Lifestyle (X1) dan Fashion Involvement (X2) berpengaruh posistif terhadap Impluse Buying (Y) yakni Fhitung > Ftabel sebesar 43,357 > 3,09. Dengan nilai persamaan regresi berganda Y = 5,553+0,550X1+0,285X2. Dengan koefisien determinasi sebesar 48,30% yang sisanya sebesar 51,70% dipengaruhi oleh faktor yang tidak diteliti.

Kata Kunci : Shopping Lifestyle, Fashion Involvement, Impluse Buying


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DOI: http://dx.doi.org/10.31000/digibis.v2i1.7494

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