The Influence Of Hedonic Lifestyle, Shopping Addiction, Fashion Involvement On Global Brand Impulse Buying
DOI:
https://doi.org/10.18196/jbti.v7i2.2556Keywords:
Gaya Hidup Hedonis, Kecanduan Berbelanja, Keterlibatan Fashion, Pembelian Tidak TerencanaAbstract
Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis pengaruh gaya hidup hedonis, kecanduan berbelanja, keterlibatan fashion terhadap pembelian tidak terencana produk fashion global. Penelitian ini termasuk penelitian kuantitatif, Tipe desain penelitian ini adalah desain survey kausal Teknik pengambilan sampel dalam penelitian ini menggunakan purposive sampling dengan menggunakan suatu pertimbangan tertentu (judgment sampling). Sampel pada penelitian ini adalah responden yang termasuk kategori gaya hidup hedonis, kecanduan berbelanja, keterlibatan fashion di wilayah DIY dan Jawa Tengah. Jumlah sampel pada penelitian ini adalah 115 responden. Metode Pengumpulan data dalam penelitian ini dengan menggunakan kuesioner. Uji validitas instrumen menggunakan korelasi product moment dan uji reliabilitas dengan menggunakan alpha cronbanch. Teknik analisis data dilakukan dengan analisis regresi berganda. Hasil penelitian menunjukkan bahwa: Gaya hidup hedonis berpengaruh positif dan signifikan terhadap pembelian tidak terencana, hal tersebut ditunjukkan dengan nilai signifikansi sebesar 0,000 (sig < 0,05) dan koefisien regresi mempunyai nilai positif yaitu sebesar 0,391. Kecanduan berbelanja berpengaruh positif dan signifikan terhadap pembelian tidak terencana, hal tersebut ditunjukkan dengan nilai signifikansi sebesar 0,000 (sig < 0,05) dan koefisien regresi mempunyai nilai positif yaitu sebesar 0,309. Keterlibatan fashion berpengaruh positif dan signifikan terhadap pembelian tidak terencana, hal tersebut ditunjukkan dengan nilai signifikansi sebesar 0,009 (sig < 0,05) dan koefisien regresi mempunyai nilai positif yaitu sebesar 0,193.
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