Pengaruh Shopping Lifestyle Dan Fashion Involvement Terhadap Impulse Buying Dengan Positive Emotion
Sebagai Variabel Mediasi
(Studi Kasus Produk Fashion Shopee Di Surabaya)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Ibnu, Badar Wulang
Subject
330 - ECONOMICS
Datestamp
2024-06-24 06:52:31
Abstract :
The rapid development of the technology and information era is currently creating a new system, namely industry 4.0, digital transformation at this time also means that all activities that were previously carried out in real or physical ways can now be carried out digitally or using the internet. The rapid era of digitalization of technology and information at this time, especially the Shopee platform, which provides many conveniences for people to obtain goods, has triggered a growing attitude of dependence among consumers in using this platform. This research aims to test the influence of Shopping Lifestyle and Fashion Involvement on Impulse Buying with Positive Emotion as a mediating variable (Case Study of Shopee Fashion Products in Surabaya). This type of research is quantitative research with purposive sampling with a sample size of 98 respondents. The type of data used is sourced from primary data obtained from distributing questionnaires. The data collection technique is with a Likert scale, while the data analysis technique used in this research is an instrument using validity and reliability tests, while the analysis method uses a full model structural equation modeling (SEM) with smartPLS. The results of hypothesis testing in this study show that Shopping Lifestyle has a significant effect on Impulse Buying, Shopping Lifestyle has a significant positive effect on Positive Emotion, Fashion Involvement has no significant effect on Impulse Buying, Fashion Involvement has a significant positive effect on Positive Emotion, Positive Emotion has a significant positive effect on Impulse Buying, Shopping Lifestyle has a significant positive effect on Impulse Buying through Positive Emotion as a moderating variable, and Fashion Involvement has a significant positive effect on Impulse Buying through Positive Emotion as a moderating variable. Keywords: Shopping Lifestyle, Fashion Involvement, Impulse Buying, Positive Emotion
The rapid development of the technology and information era is currently creating a new system, namely industry 4.0, digital transformation at this time also means that all activities that were previously carried out in real or physical ways can now be carried out digitally or using the internet. The rapid era of digitalization of technology and information at this time, especially the Shopee platform, which provides many conveniences for people to obtain goods, has triggered a growing attitude of dependence among consumers in using this platform. This research aims to test the influence of Shopping Lifestyle and Fashion Involvement on Impulse Buying with Positive Emotion as a mediating variable (Case Study of Shopee Fashion Products in Surabaya). This type of research is quantitative research with purposive sampling with a sample size of 98 respondents. The type of data used is sourced from primary data obtained from distributing questionnaires. The data collection technique is with a Likert scale, while the data analysis technique used in this research is an instrument using validity and reliability tests, while the analysis method uses a full model structural equation modeling (SEM) with smartPLS. The results of hypothesis testing in this study show that Shopping Lifestyle has a significant effect on Impulse Buying, Shopping Lifestyle has a significant positive effect on Positive Emotion, Fashion Involvement has no significant effect on Impulse Buying, Fashion Involvement has a significant positive effect on Positive Emotion, Positive Emotion has a significant positive effect on Impulse Buying, Shopping Lifestyle has a significant positive effect on Impulse Buying through Positive Emotion as a moderating variable, and Fashion Involvement has a significant positive effect on Impulse Buying through Positive Emotion as a moderating variable. Keywords: Shopping Lifestyle, Fashion Involvement, Impulse Buying, Positive Emotion
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