PENGARUH SHOPPING LIFESTYLE, HEDONIC SHOPPING VALUE, DAN FASHION INVOLVMENT TERHADAP IMPULSE BUYING E-COMMERCE BUKALAPAK PADA MAHASISWA UNRAM

Abstrak

This study aims to examine the effect of shopping lifestyle, hedonic shopping value, and fashion involvement on impulse buying in bukalapak e-commerce. The population in this study were all consumers in bukalapak e-commerce at Mataram University, while the sample of this study were 100 consumers in bukalapak e-commerce using purposive sampling. This type of research is associative research. Data processing in this study using SPSS, where validity test, reliability test, classical assumption test, path analysis test, significance test (t test), coefficient test and determination (R2) are carried out. Based on the results of the analysis, all variables partially affect which shopping lifestyle affects impulse buying, hedonic shopping value affects impulse buying, and fashion involvement affects Impulse Buying. Based on these results, it is recommended that BUKALAPAK can improve the quality of shopping lifestyle, hedonic shopping value, and fashion involvement so that it results in increased purchases.