PENGARUH SHOPPING LIFESTYLE, DISCOUNT DAN FASHION INVOLVEMENT TERHADAP IMPUlSE BUYING PADA MAHASISWA PENGUNJUNG MATOS (Studi Kasus Pada Mahasiswa FEB UNISMA)

ABSTRACT This study aims to determine the influence of shopping lifestyle, discount, and fashion involvement against impulse buying. The sample of research in this study amounted to 97 people who are students FEB Unisma. The method used is descriptive data analysis using validity test, reliability, normality, multiple linear regression analysis, multicollinearity test, heteroscedasticity test, hypothesis t test, and hypothesis test f, and detemination coefficient test. The results of this study indicate that partially each variable of shopping lifestyle, discount, and fashion involvement are equally positive for impulse buying, while simultaneously variable of shopping lifestyle, discount, and fashion involvement also positively influence to impulse buying. Keywords: Shopping Lifestyle, Discount, Fashion Involvement, Impulse Buying