Fahreza, Rizal Taufik (2023) Pengaruh Hedonic Shopping Motivation, Shopping Lifestyle, dan Fashion Involvement Terhadap Perilaku Impuls Buying. Other thesis, Universitas Komputer Indonesia.
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Abstract
Penelitian ini bertujuan untuk mengetahui Hedonic Shopping Motivation, Shopping Lifestyle dan Fashion Involvement terhadap Perilaku Impuls Buying pada Konsumen Produk Pull&bear Mall 23 Paskal Kota Bandung. Penelitian ini dilakukan dengan pendekatan kuantitatif dengan metode penelitian deskriptif dan verifikatif. Permasalahan dalam kajian ini yaitu bagaimana pengaruh Hedonic Shopping Motivation, Shopping Lifestyle dan Fashion Involvement terhadap Perilaku Impuls Buying baik secara parsial maupun simultan. Pengumpulan data primer dilakukan dengan menyebar kuesioner pada sampel sebanyak 63 konsumen produk Pull&Bear. Metode analisis yang digunakan dalam penelitian ini adalah metode analisis regresi linier berganda. Hasil penelitian menunjukan bahwa Hedonic Shopping Motivation, Shopping Lifestyle, dan Fashion Involvement berpengaruh signifikan terhadap perilaku impulse buying pada konsumen Pull&Bear Mall 23 Paskal Kota Bandung. Sedangkan pengujian secara simultan variabel Hedonic Shopping Motivation, Shopping lifestyle, dan fashion involvement, berpengaruh terhadap perilaku Impulse Buying.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Hedonic Shopping Motivation, Shopping Lifestyle, Fashion Involvement, Impulse Buying. |
| Subjects: | 600 TECHNOLOGY > Management & Auxiliary Services H Social Sciences > HG Finance |
| Divisions: | S1 Skripsi > Manajemen |
| Depositing User: | Mia Hayati Kosasih |
| Date Deposited: | 02 Oct 2024 02:18 |
| Last Modified: | 02 Oct 2024 02:18 |
| URI: | http://elibrary.unikom.ac.id/id/eprint/9251 |
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