ANALISIS SHOPPING LIFESTYLE DAN FASHION INVOLVEMENT SERTA PENGARUHNYA TERHADAP IMPULSE BUYING BEHAVIOR
Abstract
Perkembangan di era globalisasi sekarang ini terutama berkaitan dengan dunia fashion terus mengalami perkembangan yang signifikan, dimana hal tersebut mengakibatkan meningkatnya keperluan individu terhadap barang serta jasa pada bagian fashion. Selain itu, variasi yang tersedia jga tergolong banyak. Rintangan yang harus konsumen hadapi terkait dengan sikap impulse buying memperlihatkan pola pengeluaran yang tidak terduga, kerap kali meleset dari rencana finansial yang sebelumnya telah dirancang. Oleh karena itu, para pelaku usaha bisnis harus memberikan perhatian lebih terkait dengan shopping lifestyle serta fashion involvements sehingga bisa menyebabkan konsumen menjadi tertarik untuk melaksanakan impulse buying behavior. Pelaksanaan kajian ini ditujukan untuk membuktikan dampak yang ditimbulkan oleh shopping lifestyle serta fashion involvement terhadap impulse buying behavior terutama pada warga Desa Tegalrejo.
Metode yang digunakan dalam kajian ini ialah metode penelitian kuantitatif.Sedangkan metode yang dipergunakan dalam proses penganalisisannya yakni metode statistika deskriptif, uji asumsi klasik, uji normalits serta analisis regresi berganda.
Hasil penelitiannya memperlihatkan dari seluruh variabel yang telah dikaji diantara variabel dependen serta indenpendennya, diperolehkan pemahaman bahwasanya hasil penelitian yang mempergunakan alat analisis uji asumsi klasik 1) Pengaruh shopping lifestyle terhadap impulse buying behavior pada masyarakat Desa Tegalrejo dengan nilai sebesar (thitung 2.268> 1.984 ttabel ). Dari nilai tersebut merupakan hubungan yang kuat dan positif.Artinya variabel shopping lifestyle bernilai positif (searah) dan kuat. 2) Pengaruh fashion involvement terhadap impulse buying behavior pada masyarakat Desa Tegalrejo dengan nilai sebesar (thitung-1.813< 1,984 ttabel). Dari nilai tersebut merupakan hubungan yang kuat dan positif.Artinya variabel fashion involvement bernilai positif (searah) dan kuat. 3) Pengaruh shopping lifestyle dan fashion involvement secara bersama-sama terhadap impulse buying behavior yang mana besaran nilainya (Fhitung > Ftabel, yaitu 4.486>3.095). Yang artinya ada pengaruh shopping lifestyle dan fashion involvement secara positif dan signifikan terhadap impulse buying behavior pada masyarakat Desa Tegalrejo.
Kesimpulan penelitian ini menunjukkan shopping lifestyle dan fashion involvement secara simultan terdapat pengaruh terhadap impulse buying behavior pada masyarakat Desa Tegalrejo.
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