PENGARUH SHOPPING LIFE STYLE, FASHION INVOLVEMENT DAN HEDONIC SHOPPING VALUE TERHADAP IMPULSE BUYING BEHAVIOR ( Studi Kasus pada Konsumen Matahari Department Store CBD Ciledug )

AMANDA, MEILIZA (2017) PENGARUH SHOPPING LIFE STYLE, FASHION INVOLVEMENT DAN HEDONIC SHOPPING VALUE TERHADAP IMPULSE BUYING BEHAVIOR ( Studi Kasus pada Konsumen Matahari Department Store CBD Ciledug ). S1 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HAL COVER) HAL COVER.pdf Download (615kB) | Preview
Preview	Text (ABSTRAK) ABSTRACT.pdf Download (105kB) | Preview
	Text (BAB I) BAB I.pdf Restricted to Registered users only Download (341kB)
	Text (BAB II) BAB II.pdf Restricted to Registered users only Download (338kB)
	Text (BAB III) BAB III.pdf Restricted to Registered users only Download (293kB)
	Text (BAB IV) BAB IV.pdf Restricted to Registered users only Download (376kB)
	Text (BAB V) BAB V.pdf Restricted to Registered users only Download (119kB)
	Text (DAFTAR PUSTAKA DAN LAMPIRAN) DAFTAR PUSATAKA-LAMPIRAN.pdf Restricted to Registered users only Download (1MB)

Abstract

Seiring dengan kebutuhan konsumen yang bervariasi memberikan peluang bisnis bagi para pelaku bisnis terutama di bidang fashion. Kenyataan ini menyebabkan banyak bermunculan Department Store yang menjual berbagai jenis produk fashion baik untuk pria maupun wanita. Fenomena ini direspon baik oleh Matahari Department Store CBD Ciledug yang merupakan salah satu Department Store terkenal dengan banyak pilihan produk fashion berkualitas dengan harga terjangkau. Penelitian ini bertujuan untuk mengetahui pengaruh faktor shopping lifestyle, fashion involvement, dan hedonic shopping value terhadap impulse buying behaviour pelanggan Matahari Department Store CBD Ciledug. Penelitian ini merupakan penelitian kausal dengan menggunakan hipotesis dan menggunakan teknik purposive sampling dalam pengambilan sampel. Karakteristik responden yang diteliti adalah responden yang berusia >20 tahun dan pernah berbelanja di Matahari Department Store CBD Ciledug minimal 2 kali dalam 1 bulan dengan jumlah responden 100 orang. Teknik analisis yang digunakan adalah Regresi linier berganda. Hasil penelitian ini menunjukkan bahwa variabel Shopping lifestyle tidak berpengaruh terhadap Impulse buying behaviour, sedangkan Fashion involvement dan Hedonic Shopping Value berpengaruh positif signifikan terhadap Impulse buying behaviour.Along with the variated needs of consumers who provide business opportunities for businesses, especially in the field of fashion. This fact led many Department stores that sell a variety of types of fashion products for both men and women. This phenomenon is well responded by Matahari Department Store CBD Ciledug is one of the famous stores with a great selection of quality fashion products with prices. This study aims to determine the influence of shopping lifestyle, fashion involvement, and hedonic shopping value towards impulse buying behavior customers Matahari Department Store CBD Ciledug. This study is a causal hypothesis and using purposive sampling in sampling. Characteristics of the respondents surveyed were respondents who is aged> 20 years and never shopped at Matahari Department Store CBD Ciledug at least 2 times in the last one month the number of those 100 people. The analysis technique used is the multiple regression linear. Results of this study showed that variables Shopping lifestyle negative significantly influence Impulse buying behavior, while Fashion involvement, and Hedonic Shopping Value positive significantly influence Impulse buying behavior.

Actions (login required)

View Item