SKRIPSI: Pengaruh Fashion Involvement, Shopping Lifestyle dan Hedonic Shopping Value terhadap Impulse Buying Produk Fashion pada Konsumen Rita Pasaraya Cilacap

Kukuh Aji, Prasetyo (2023) SKRIPSI: Pengaruh Fashion Involvement, Shopping Lifestyle dan Hedonic Shopping Value terhadap Impulse Buying Produk Fashion pada Konsumen Rita Pasaraya Cilacap. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the effect of Fashion involvement, Shopping lifestyle and Hedonic shopping value on impulse buying of fashion products at Rita Pasaraya Cilacap. This study uses primary data obtained by distributing questionnaires via Google form to Rita Pasaraya Cilacap customers with a total of 120 samples. The data analysis used is multiple linear regression. The hypothesis test in this study used the t test with a significance level of 5%. In addition, a goodness of fit test was also carried out. The basic assumption test is the normality test, as well as the classical assumption test which includes the multicollinearity test, the heteroscedasticity test, and the coefficient of determination test. Based on the results of the study using the t test, it can be seen that the variable Fashion involvement has a positive and significant effect on impulse buying, Shopping lifestyle has a positive and significant effect on impulse buying, and Hedonic shopping value has a positive and significant effect on impulse buying.

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