PENGARUH SHOPPING LIFESTYLE, FASHION INVOLVEMENT DAN POSITIVE  EMOTION TERHADAP IMPULSE BUYING:  (Studi Kasus Produk Fashion pada  Pengguna E-Commerce Shopee di Pekalongan)

Rahma Naya Syakila Afifah Lilik; Siti Yunitarini

Authors

Rahma Naya Syakila UNIVERSITAS PEKALONGAN
Siti Yunitarini Universitas Pekalongan

Keywords:

Shopping Lifestyle, Fashion Involvement, Positive Emotion, Impulse Buying

Abstract

This study aims to test and analyze Shopping Lifestyle, Fashion Involvement and Positive Emotion on Impulse Buying. This type of research is causal with a quantitative approach. The population in this study are all consumers in Pekalongan who have done fashion shopping at Shopee. Nonprobability sampling technique is the sampling technique used in this study and the purposive sampling method is the method used in sampling, for the number of samples in this study, 100 respondents were taken, where the respondents were buyers of fashion products using Shopee Pekalongan e-commerce. The analysis technique used is multiple linear regression analysis. The research data comes from primary data, taken by distributing questionnaires in the form of google forms. The results of this study indicate that 1) Shopping Lifestyle has a positive and significant effect on Impulse Buying, 2) Fashion Involvement has a positive and significant effect on Impulse Buying, and 3) Positive Emotion has a positive and significant effect on Impulse Buying.

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