Pengaruh Fashion Involvement dan Shopping Lifestyle terhadap Pembelian Impulsif Produk Fashion di Shopee Pada Pegawai Negeri Sipil Kecamatan Onanganjang

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh fashion involvement dan shop-ping lifestyle terhadap pembelian impulsif produk fashion di Shopee pada Pegawai Negeri Sipil di Kecamatan Onan Ganjang. Latar belakang penelitian ini didasari oleh maraknya penggunaan e-commerce, khususnya Shopee, serta meningkatnya fenomena pembelian impulsif yang dipicu oleh keterlibatan fashion dan gaya hidup berbelanja masyarakat. Metode penelitian yang digunakan adalah metode kuanti-tatif dengan pendekatan deskriptif. Data dikumpulkan melalui kuesioner yang disebarkan kepada 72 responden perempuan berstatus PNS yang menggunakan ap-likasi Shopee. Analisis data dilakukan menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa fashion involvement berpengaruh positif dan signif-ikan terhadap pembelian impulsif. Demikian juga shopping lifestyle memiliki pengaruh positif dan signifikan terhadap pembelian impulsif. Secara simultan, kedua variabel tersebut juga berpengaruh signifikan terhadap perilaku pembelian impulsif. Temuan ini memberikan implikasi bagi pelaku bisnis fashion dalam me-nyusun strategi pemasaran yang sesuai dengan karakteristik konsumen di era digi-tal. This study aims to examine the influence of fashion involvement and shopping life-style on impulsive buying of fashion products on Shopee among civil servants in Onan Ganjang District. The background of this research is based on the growing use of e-commerce, particularly Shopee, and the increasing phenomenon of impul-sive buying triggered by fashion involvement and shopping lifestyles. The research method used is a quantitative approach with a descriptive design. Data was col-lected through questionnaires distributed to 72 female civil servant respondents who use the Shopee application. Data analysis was performed using multiple linear regression. The results show that fashion involvement has a positive and significant influence on impulsive buying. Similarly, shopping lifestyle also has a positive and significant effect on impulsive buying. Simultaneously, both variables significantly influence impulsive buying behavior. These findings provide implications for fash-ion business players in developing marketing strategies that align with consumer characteristics in the digital era.