THE INFLUENCE OF SHOPPING LIFESTYLE AND PRICE DISCOUNTS ON BUYING IMPULSE IN PURCHASING FASHION PRODUCTS
DOI:
https://doi.org/10.31000/combis.v5i2.9649Abstrak
Gaya Hidup Berbelanja dan Potongan Harga para pelaku bisnis dapat menarik konsumen melakukan Impulse Buying. Penelitian ini bertujuan untuk mengetahui Pengaruh Gaya Hidup Berbelanja dan Potongan Harga Terhadap Impulse Buying di Matahari Department Store Supermall Karawaci. Metode penelitian ini adalah menggunakan metode kuantitatif. Data yang diolah merupakan hasil dari penyebaran kuesioner kepada masyarakat yang pernah berbelanja di Matahari Department Store Supermall Karawaci. Metode pengambilan sampel adalah purposive sampling berjumlah 96 responden. Teknik analisis data menggunakan software SPSS versi 26.
Hasil penelitian ini menunjukan Gaya Hidup Berbelanja dan Potongan Harga berpengaruh signifikan terhadap Impulse Buying. Hal ini ditunjukkan Gaya Hidup Berbelanja dengan thitung 12.075 > ttabel yakni 1.985 berpengaruh signifikan terhadap Impulse Buying (Y) dan Potongan Harga (X2) thitung < ttabel yakni 7,079 < 1,985 berpengaruh signifikan terhadap Impulse Buying (Y). Dan secara simultan variabel Gaya Hidup Berbelanja (X1) dan Potongan Harga (X2) berpengaruh secara positif terhadap Impulse Buying (Y) yakni Fhitung > Ftabel sebesar 80,118 > 3,09.
Kata kunci : Gaya Hidup Berbelanja, Potongan Harga, Impulse Buying
Referensi
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