PENGARUH SHOPPING LIFESTYLE, FASHION INVOLVEMENT DAN DISCOUNT TERHADAP IMPULSE BUYING DI ZALORA PADA KONSUMEN GENERASI Z
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Institusion
Universitas Katolik Musi Charitas
Author
Ho, Riky
Subject
HB Economic Theory
Datestamp
2022-02-25 01:51:32
Abstract :
The purpose of this study was to determine and test whether shopping lifestyle, fashion involvement and discount variables have an influence on impulse buying at Zalora for generation Z consumers. The population in this study was generation Z consumers. The sampling technique in this study used purposive sampling with the number of a sample of 100 respondents. In this study, the data collection technique used a questionnaire instrument. The data analysis technique used in this research is multiple linear regression analysis. The results obtained from this study are that the shopping lifestyle and discount variables have a positive and significant effect on impulse buying at Zalora for generation Z consumers. While the fashion involvement variable has no significant effect on impulse buying at Zalora on generation Z consumers. Suggestions for Zalora can create a discount program who are creative, provide a fashion trend and create a fashion model that is only sold specifically on Zalora. Keywords: Shopping Lifestyle, Fashion Involvement, Discount, Impulse Buying, Zalora and Generation Z
The purpose of this study was to determine and test whether shopping lifestyle, fashion involvement and discount variables have an influence on impulse buying at Zalora for generation Z consumers. The population in this study was generation Z consumers. The sampling technique in this study used purposive sampling with the number of a sample of 100 respondents. In this study, the data collection technique used a questionnaire instrument. The data analysis technique used in this research is multiple linear regression analysis. The results obtained from this study are that the shopping lifestyle and discount variables have a positive and significant effect on impulse buying at Zalora for generation Z consumers. While the fashion involvement variable has no significant effect on impulse buying at Zalora on generation Z consumers. Suggestions for Zalora can create a discount program who are creative, provide a fashion trend and create a fashion model that is only sold specifically on Zalora. Keywords: Shopping Lifestyle, Fashion Involvement, Discount, Impulse Buying, Zalora and Generation Z
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EM-2022-1822040-abstract.pdf
EM-2022-1822040-complete.pdf
EM-2022-1822040-summary_id.pdf
EM-2022-1822040-tableofcontent.pdf
EM-2022-1822040-chapter1.pdf
EM-2022-1822040-chapter2.pdf
EM-2022-1822040-chapter3.pdf
EM-2022-1822040-chapter4.pdf
EM-2022-1822040-chapter5.pdf
EM-2022-1822040-reference.pdf
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