Pengaruh Neuromarketing dan Lifestyle terhadap Impulsive Buying Produk Kamera Analog ( Studi pada Komunitas Bersoreria Medan)

Abstract

The resurgence of analog cameras has grown significantly in recent years, particularly among creative communities such as Bersoreria Medan. Analog cameras are no longer seen solely as photographic tools but have become part of personal identity, aesthetic expression, and lifestyle. This phenomenon also triggers impulsive buying behavior, especially when consumers are exposed to strong marketing stimuli through social media and community activities. This study aims to analyze the effect of neuromarketing on impulsive buying of analog cameras, the effect of lifestyle on impulsive buying, and the simultaneous influence of both variables among members of the Bersoreria Medan community. These objectives are intended to provide insight into how psychological and lifestyle factors shape spontaneous purchasing behavior. A quantitative associative approach was employed in this research. Data were collected through questionnaires distributed to 68 members of the Bersoreria Medan community. The data were analyzed using validity and reliability tests, multiple linear regression, t-test, F-test, and the coefficient of determination via SPSS. The results indicate that neuromarketing has a positive and significant effect on impulsive buying, as shown by a t-value of 5,235 and a regression coefficient of 0,443. Lifestyle also has a positive and significant effect, with a t-value of 3,120 and a coefficient of 0,419. Simultaneously, both variables significantly influence impulsive buying with an F-value of 125,159 and a contribution of 79.4%. These findings highlight that cognitive, emotional, and lifestyle factors play an essential role in encouraging impulsive purchases of analog cameras.