Pengaruh Shopping Lifestyle, Fashion Involvement dan Hedonic Shopping Value Terhadap Impulse Buying (Studi Pada Konsumen Sepatu Merek Vans Kota Surabaya)

Abstract This study aims to determine and analyze the influence of shopping lifestyle, fashion involvement and hedonic shopping value on impulse buying of Vans brand shoes in Surabaya. In this research, the type of research applied is explanatory research using a quantitative approach. The population in this study is the consumer of Vans brand shoes, the total number of consumers of Vans products in the city of Surabaya is not known with certainty. The sample used in this study was 100 respondents. The sampling technique used in this research is purposive sampling. The data collection technique in this study was carried out by distributing questionnaires. To analyze the data in this study used validity, reliability, normality, multicollinearity, heteroscedasticity, multiple linear regression analysis and the coefficient of determination adjusted R2. Hypothesis testing in this study was conducted through the F instrument test (simultaneous) and the t instrument (partial). All tests were carried out using SPSS tools. The results showed that the variables Shopping lifestyle, fashion involvement and hedonic shopping value simultaneously affect impulse buying on consumers of Vans shoe products in the city of Surabaya. Shopping lifestyle partially has an effect on impulse buying for consumers of Vans shoes in the city of Surabaya. Fashion involvement partially has no effect on impulse buying for consumers of Vans shoes in Surabaya. The hedonic shopping value partially affects impulse buying for consumers of Vans shoes in Surabaya. Keyword : Impulse Buying, Shopping Lifestyle, Fashion Involvement, Hedonic Shopping Value