PENGARUH KETERLIBATAN FASHION EMOSI POSITIF DAN KECENDERUNGAN KONSUMSI HEDONIK TERHADAP PEMBELIAN IMPULSIF

MARIANTY, RESTY (2014) PENGARUH KETERLIBATAN FASHION EMOSI POSITIF DAN KECENDERUNGAN KONSUMSI HEDONIK TERHADAP PEMBELIAN IMPULSIF. Jurnal Magister Manajemen. p.1-15.

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Abstract

This research is explanatory research survey, purpose to determine the effect of fashion involvement, hedonic consumption tendency, positive emotions towards the impulsive buying oriented fashion. This study mangambil location in Yogyakarta with a sample of 200 respondents, while the subjects of this study were students. The data analysis technique used is simple linear regression analysis and multiple linear regression and hypothesis testing using the t test and F test data processing performed using SPSS version 17.0 The test results showed that fashion involvement, hedonic consumption tendency, positive emotions running positive and significant effect on impulsive buying. Based on the survey results revealed that consumers will feel very excited and satisfied during their shopping when they are able to express curiosity, fulfilling the need for a new experience, and a sense that they are exploring a new world to be able to encouragement for consumer shopping motivation to fulfill their desires as an emotional experience in the shopping center fashion that ultimately lead to impulsive buying behavior.

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