Pengaruh Shopping Lifestyle Dan Fashion Involvement Pada Pengguna Platform Marketing Tiktokshop Terhadap Perilaku Impulse Buying (Pada Pelajar SMKN 1 Sidikalang)

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Shopping Lifestyle dan Fashion Involvement pada pengguna Platform Marketing TiktokShop Terhadap Perilaku Impulse Buying pada Pelajar SMK N 1 Sidikalang. Jenis penelitian ini adalah pendekatan kuantitatif dengan metode asosiatif kausal. Populasi pada penelitian ini berjumlah 851 responden. Penelitian ini menggunakan teknik purposive sampling dengan sampel 89 responden. Teknik analisis data yang digunakan regresi linear berganda dan uji t. Berdasarkan uji penelitian, maka diperoleh hasil : (1) Variabel X1 yaitu shopping lifestyle memiliki thitung 2,028 > ttabel 1987, hal tersebut menjelaskan bahwa shopping lifestyle berpengaruh positif dan signifikan terhadap perilaku impulse buying pada pengguna platform marketing Tiktok shop pada pelajar SMK N 1 Sidikalang. (2) Variabel fashion involvement (X2) memiliki thitung 3,290 > 1,987, hal itu menjelaskan bahwa fashion involvement berpengaruh positif dan signifikan terhadap perilaku impulse buying pada pengguna platform marketing Tiktok shop pelajar SMK N 1 Sidikalang. (3) Secara simultan diketahui nilai fhitung > ftabel (9,977 > 3,10) hal ini menjelaskan bahwa shopping lifestyle (X1) dan fashion involvement (X2) secara simultan berpengaruh positif dan signifikan terhadap perilaku impulse buying (Y) pada pengguna platform marketing Tiktok shop pelajar SMK N 1 Sidikalang. This study aims to determine the effect of Shopping Lifestyle and Fashion Involvement on users of the TiktokShop Marketing Platform on Impulse Buying Behavior in Students of SMK N 1 Sidikalang. This type of research is a quantitative approach with a causal associative method. The population in this study amounted to 851 respondents. This study used a purposive sampling technique with a sample of 89 respondents. The data analysis technique used is multiple linear regression and t test. Based on the research test, the results were obtained: (1) Variable X1, namely shopping lifestyle, has a tcount of 2.028 > ttable of 1987. This explains that shopping lifestyle has a positive and significant effect on impulse buying behavior in users of the Tiktok shop marketing platform in SMK N 1 Sidikalang students. (2) The variable fashion involvement (X2) has a tcount of 3.290 > 1.987, this explains that fashion involvement has a positive and significant effect on impulse buying behavior among users of the tiktok shop marketing platform for students at SMK N 1 Sidikalang. (3) It is simultaneously known that the value of fcount > ftable (9.977 > 3.10) this explains that shopping lifestyle (X1) and fashion involvement (X2) simultaneously have a positive and significant effect on impulse buying behavior (Y) on users of the tiktokshop marketing platform for students of SMK N 1 Sidikalang.