ANALISIS PENGARUH HEDONIC SHOPPING VALUE, FASHION INVOLVEMENT DAN EMOTIONAL GRATIFICATION TERHADAP IMPULSE BUYING BEHAVIOR PELANGGAN TOKO FREE AND STYLE DI KOTA PADANG

Vanni, Medilla (2017) ANALISIS PENGARUH HEDONIC SHOPPING VALUE, FASHION INVOLVEMENT DAN EMOTIONAL GRATIFICATION TERHADAP IMPULSE BUYING BEHAVIOR PELANGGAN TOKO FREE AND STYLE DI KOTA PADANG. Diploma thesis, Universitas Andalas.

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Abstract

Penelitian ini bertujuan untuk meneliti tentang analisis pengaruh hedonic shopping value, fashion involvement dan emotional gratification terhadap impulse buying behavior pelanggan toko Free and Style di Kota Padang. Variabel bebasnya yakni hedonic shopping value (X1), fashion involvement (X2), dan emotional gratification (X3), sedangkan variabel terikatnya adalah impulse buying behavior (Y). Sampel dalam penelitian ini sebanyak 105 responden yang dipilih berdasarkan teknik non-probability sampling (purposive sampling). Penelitian ini menggunakan data primer. Data dianalisis menggunakan program SPSS 21. Hasil penelitian menunjukkan bahwa variabel hedonic shopping value, fashion involvement dan emotional gratification berpengaruh terhadap impulse buying behavior pelanggan toko Free and Style di Kota Padang. Kata Kunci : hedonic shopping value, fashion involvement, emotional gratification, dan impulse buying behavior

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