Pengaruh Hedonic Shopping Motivation Terhadap Impluse Buying Melalui Shopping Lifestyle Dan Fashion Involvement (Studi Kasus Pada Mahasiswa Pengguna Online Shop Shopee Angkatan 2019 di Universitas Islam Malang)

Abstract

Abstract 

This study was conducted to determine and analyze the influence of Shopping Lifestyle and Fashion Involvement in mediating Hedonic Shopping Motivation on Impulse Buying. The population in this study were students at the Islamic University of Malang who had made spontaneous purchases of fashion products on Shopee. According to BAAK (Academic Administration and Cooperation Bureau) data, the number of students in the 2019 intake was 3,869. The approach method used a non-probability sampling technique, namely purposive sampling, which is a sample collection technique based on certain criteria using a questionnaire distributed to 105 respondents. The results of the study showed that there was an influence on the hedonic shopping motivation variable on impulse buying on the Shopee application used by students at the Islamic University of Malang. An influence was found on the hedonic shopping motivation variable on shopping lifestyle on the Shopee application used by students at the Islamic University of Malang. An influence was found on the hedonic shopping motivation variable on fashion involvement on the Shopee application used by students at the Islamic University of Malang. There was no influence on the shopping lifestyle variable on impulse buying on the Shopee application used by students at the Islamic University of Malang. It was found that there was an influence on the fashion involvement variable towards impulse buying on the Shopee application used by students of the Islamic University of Malang. It was found that there was no influence on the hedonic shopping motivation variable towards impulse buying through shopping lifestyle on the Shopee application used by students of the Islamic University of Malang. It was found that there was an influence on the hedonic shopping motivation variable towards impulse buying through fashion involvement on the Shopee application used by students of the Islamic University of Malang.

 

Keywords: Hedonic Shopping Motivation, Shopping Lifestyle, Fashion Involvement, Impulse Buying