Pengaruh Fashion Involvement, Positive Emotion, Dan Hedonic Consumption Tendency Terhadap Fashion-Oriented Impulse Buying Produk Ritel Fashion

Dampak globalisasi menyebabkan banyak pengusaha ritel dari luar negeri dengan kemampuan kapital yang besar melakukan aktivitas bisnis di Indonesia. Hal ini didukung oleh fenomena industri fashion yang saat ini semakin berkembang di Indonesia. Pembelian tak terencana (impulse buying) merupakan tindakan pembelian yang dilakukan konsumen dimana sebelumnya belum ada rencana untuk membeli produk tersebut. Penelitian ini bertujuan untuk menguji hubungan fashion involvement, positive emotion, hedonic consumption tendency, dan fashion-oriented impulse buying pada ritel fashion di Galaxy Mall Surabaya yang dilaksanakan dari bulan Februari hingga bulan Juni. Metode penelitian ini menggunakan desai penelitian deskriptif konklusif dengan rancangan riset single cross-sectional serta teknik pengambilan sampel menggunakan judgemental sampling. Penyebaran kuesioner dilakukan dengan cara survei ke 150 pelanggan Zara, Pull&Bear, dan Stradivarius yang berusia 21 sampai dengan 35 tahun yang dalam 1 bulan terakhir pernah berbelanja di ketiga ritel tersebut. Pada penelitian ini menggunakan analisis Stuctural Equation Modeling (SEM) diolah dengan software LISREL 8.70. Hasil penelitian merekomendasikan bahwa fashion involvement memiliki pengaruh positif terhadap positive emotion, hedonic consumption tendency, dan fashion-oriented impluse buying, kemudian hedonic consumption tendency memiliki pengaruh positif terhadap positif emotion dan fashionoriented impulse buying, dan temuan penelitian ini menunjukkan positive emotion tidak memiliki pengaruh positif terhadap fashion-oriented impulse buying. Hasil penelitian ini juga merekomendasikan strategi retail mix dapat diterapkan secara nyata oleh Zara, Pull&Bear, dan Stradivarius untuk memaksimalkan pendapatan ritel dari calon pelanggan dengan memanfaatkan perilaku berbelanja impulse buying. ========================================================================================================== The impact of globalization caused many retailers from abroad with great capital perform business activities especially in Indonesia. This also supported by the fashion industry which currently growing. Unplanned purchase (or impulse buying) is an act of purchase made consumers which previously has no plans to buy the product. This research will examine how fashion involvement influences positive emotion, hedonic consumption tendency, and fashion-oriented impulse buying at the retail fashion at Galaxy Mall Surabaya from February until July 2016. This research method is using descriptive survey research design with a single cross - sectional and judgmental sampling. The research method is by distributing questionnaires to 150 customers of Zara, Pull & Bear and Stradivarius who aged from 21 to 35 years old and going shopping to those three stores in the last 1 month. This research method is analytical method, which stuctural equation modeling (SEM), using LISREL 8.70. The results of this research based on the analysis of SEM are fashion involvement has a positive effect on positive emotion, hedonic consumption tendency, and fashion-oriented impulse buying. Hedonic consumption tendency to have a positive influence on positive emotion and fashion-oriented impulse buying. Last, positive emotion has no positive effect towards fashion-oriented impulse buying. The results also showed that retail mix strategy that can be applied by Zara, Pull & Bear and Stradivarius to maximize potential customers to take the advantage of the shopping behavior of impulse buying