Pengaruh Shopping Lifestyle dan Fashion Involvement terhadap Impulse Buying Behavior (Studi pada Konsumen Toko Ritel Fashion di Delipark Mall Medan)

Abstract

This study aims to determine the effect of shopping lifestyle and fashion involvement on impulse buying behavior in Delipark Mall Medan consumers.The influence of the shopping lifestyle and fashion involvement on impulse buying behavior will be partially and simultaneously analyzed. The form of this research is quantitative research with an associative approach. The population in this study were consumers of Delipark Mall Medan with a total sample of 100 people. The sampling technique used is non-probability sampling with purposive sampling. The data collection technique was carried out with primary data obtained through distributing questionnaires through google form and secondary data obtained through literature study. The analysis technique used is validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression, partial test, simultaneous test, and coefficient of determination test. The results of this study indicate that shopping lifestyle has an effect on impulse buying behavior, and that fashion involvement has a significant effect on impulse buying behavior. In simultaneous testing, the shopping lifestyle and fashion involvement variables have a simultaneous effect on impulse buying behavior, with the magnitude of the relationship between the Shopping Lifestyle and Fashion Involvement variables on the Impulse Buying Behavior variable of 0.561, with a fairly close category. The Adjusted R Square value or the coefficient of determination above shows that the Shopping Lifestyle and Fashion Involvement variables can explain the Impulse Buying Behavior variable by 30%, while the rest is influenced by other variables not explained in this study.

Penelitian ini bertujuan untuk mengetahui pengaruh shopping lifestyle dan fashion imvolvement terhadap impulse buying behavior pada konsumen Delipark Mall Medan. Pengaruh shopping lifestyle dan fashion imvolvement tersebut akan dianalisis secara parsial dan simultan terhadap impulse buying behavior. Bentuk penelitian ini adalah penelitian kuantitatif dengan pendekatan asosiatif. Populasi dalam penelitian ini adalah konsumen Delipark Mall Medan dengan jumlah sampel sebanyak 100 orang. Teknik sampling yang digunakan adalah non-probability sampling dengan purposive sampling. Teknik pengumpulan data dilakukan dengan data primer yang diperoleh melalui penyebaran kuesioner melalui google form dan data sekunder diperoleh melalui studi kepustakaan. Teknik analisis yang digunakan adalah uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, regresi linear berganda, uji parsial, uji simultan, dan uji koefisien determinasi. Hasil penelitian ini menunjukkan bahwa shopping lifestyle berpengaruh terhadap impulse buying behavior, dan bahwa fashion involvement berpengaruh secara signifikan terhadap impulse buying behavior. Pada pengujian secara simultan variabel shopping lifestyle dan fashion involvement berpengaruh secara simultan terhadap impulse buying behavior, dengan besarnya hubungan antara variabel Shopping Lifestyle dan Fashion Involvement terhadap variabel Impulse Buying Behavior sebesar 0,561, dengan kategori cukup erat. Nilai Adjusted R Square atau nilai koefisien determinasi diatas menunjukkan bahwa variabel Shopping Lifestyle dan Fashion Involvement dapat menjelaskan variabel Impulse Buying Behavior sebesar 30%, sedangkan sisanya dipengaruhi oleh variabel lain yang tidak dijelaskan dalam penelitian ini.