Pengaruh Shopping Lifestyle dan Fashion Involvement Terhadap Impluse Buying Pada Pelanggan Distro Urban Traffic di Kota Medan

Abstract

Tumbuh dan berkembangnya dunia fashion membuat masyarakat juga ikut terlibat dalam pembelian produk yang di pasarkan. Tujuan penelitian ini adalah untuk mengetahui pengaruh shopping lifestyle dan fashion involvement terhadap impulse buying pada pelanggan distro urban traffic di Kota Medan. Jenis penelitian ini adalah penelitian kuantitatif. Populasi penelitian ini adalah pelanggan Distro Urban Traffic sebanyak 3.581 pengunjung . Jumlah sampel adalah 97 pelanggan dengan teknik pengambilan sampel menggunakan rumus slovin. Data yang digunakan adalah data primer dan data sekunder. Data primer diperoleh dari kuesioner dan wawancara, data sekunder diperoleh dari literatur, penelitian terdahulu dan lain sebagainya. Teknik analisis data menggunakan regresi linier berganda. Hasil penelitian menunjukkan secara simultan variabel shopping lifestyle dan fashion involvement berpengaruh positif dan signifikan terhadap impulse buying. Hasil Uji parsial menunjukkan shopping lifestyle berpengaruh positif dan signifikan terhadap impulse buying dan fashion involvement berpengaruh positif dan signifikan terhadap impulse buying. Hasil uji koefisien determinasi menunjukkan variabel impulse buying dan fashion involvement memberikan sumbangsih sebesar 68,9% terhadap impulse buying. Growth and developing of world fashion style makes public also get involved on purchasing of the products in marketplace. The purpose of this study was to determine the effect of shopping lifestyle and fashion involvement on impulse buying distro urban traffic customers in medan city. The type of research is quantitative research. The population of this research is the consumers of distro urban traffic in medan city, totaling 3584 visitors. The number of samples was 97 customers with the sampling technique using the slovin formula. The data used are primary data and secondary data. Primary data is obtained from questionnaires and interviews, secondary data is obtained from literature, previous research and so on. Data analysis technique using multiple linear regression. The results of this study indicate that simultaneously the variables shopping lifestyle and fashion involvement have a positive and significant effect on impluse buyinhg. The result of partial test shows that the variable shopping lifestyle have a positive significant effect on impulse buying and the variable fashion involvement have a positive significant effect on impulse buying. The result of koefisien determination shows the variable of shopping lifestyle and fashion involvement gained 68,9% on impulse buying.