Pengaruh Mode, Peran Hedonisme, Dan Kepuasan Emosional Terhadap Perilaku Pembelian Impulsif A(Studi Kasus: The Goods Dept)
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Institusion
STIE Indonesia Banking School
Author
Yusnita, Ratu Rizki
Subject
HD28 Management. Industrial Management
Datestamp
2024-07-22 04:30:08
Abstract :
Shopping is the activity that everyone can enjoy. The trend in the community built effects that the student at university want to have and wear a goodstuff.When theyseesomething attractive, they will buy because they a perspective that the stuff is good. The purpose of this study is to determine the effect hedonism, fashion involvement, and emotional gratification toward impulse buying The object of this research is a retail shop, The Goods Dept.The data in this study were collected by distributing questionnaires to consumers who have purchasedanything at The Goods Dept. This research is descriptive quantitative research with 125respondents were collected by convenience sampling method. Resultsof this study indicate there are twovariables that proved significant and supported bydata, 1) hedonismpositive effect to impulse buying, 2) fashion involvement positiveeffect to impulse buying. Then, there is one variable is not significant and is not supported by the data, that is emotional gratificationto impulse buying Keywords: Hedonism, Fashion Involvement, Emotional Gratification, Impulse Buying.
Shopping is the activity that everyone can enjoy. The trend in the community built effects that the student at university want to have and wear a goodstuff.When theyseesomething attractive, they will buy because they a perspective that the stuff is good. The purpose of this study is to determine the effect hedonism, fashion involvement, and emotional gratification toward impulse buying The object of this research is a retail shop, The Goods Dept.The data in this study were collected by distributing questionnaires to consumers who have purchasedanything at The Goods Dept. This research is descriptive quantitative research with 125respondents were collected by convenience sampling method. Resultsof this study indicate there are twovariables that proved significant and supported bydata, 1) hedonismpositive effect to impulse buying, 2) fashion involvement positiveeffect to impulse buying. Then, there is one variable is not significant and is not supported by the data, that is emotional gratificationto impulse buying Keywords: Hedonism, Fashion Involvement, Emotional Gratification, Impulse Buying.
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