Pengaruh Fashion Involvement Terhadap Impulse Buying Melalui Hedonic Value (Studi Kasus Pada Pelanggan Distro Inspired 27 Kota Malang)

Abstract

ABSTRACT

This study discusses the direct and indirect study of Fashion Involvement in Impulse Buying through Hedonic Value. This research was conducted in Inspired 27 cities of Malang. Analysis with path analysis method will be the technique method to analyze this research. This study is causally using a quantitative approach. The collection of data in a structured way and using statistical methods as the analysis of data. By using the independent variabel fashion involvement, the dependent variable impuls buying, and hedonis value as intervening variable. The method used is a survey method that opens a structured questionnaire. This research conducted by 83 questionnaires to customers of Inspired 27 Malang Distro. The results show that Fashion Involvement in Hedonic Value, Fashion Involvement is directly related to Impulse Buying, and Hedonic Value is directly related to Impulse Buying, and connects Hedonic Value as an intervention variable that successfully mediates the relationship between Fashion Involvement and Impulse Buying.

Keyword : Fashion Involvement, Impulse Buying, Hedonic Value