FASHION TERHADAP PEMBELIAN IMPULSIF PADA OUTLET PAKAIAN ZARA DI TUNJUNGAN PLAZA SURABAYA

Objective To examine the effect of lifestyle and involvement fashion partially on impulse purchases consumers Zara Tunjungan Plaza Surabaya, To test the effect of hedonic lifestyle and involvement fashion simultaneously to impulse purchases consumers Zara Tunjungan Plaza Surabaya and to determine the influence of the dominant variables between hedonistic lifestyle and involvement fashion to consumer impulse purchases. Population and study sample of 150 consumers of products Zara with sampling technique is total sampling. Methods of data collection using questionnaires. Analysis of data using a range of scales, classic assumption test, multiple linear regression, test of determination and hypothesis test (F test, t test and the most influential). The results showed that the variables hedonistic lifestyle has an influence that enhances consumers to make impulse purchases at the product Fashion Zara in Tunjungan Plaza Surabaya, variable Engagement mode has the effect that enhances consumers to make impulse purchases at the product Fashion Zara in Tunjungan Plaza Surabaya and variable hedonistic lifestyle and fashion involvement in the store together have the effect that enhances consumers to make impulse purchases at the Zara fashion products at Tunjungan Plaza Surabaya