PENGARUH SHOPPING LIFESTYLE DAN FASHION INVOLVEMENT TERHADAP IMPULSE BUYING BEHAVIOR MASYARAKAT KOTA MAKASSAR

2016Indrianty Sudirman\ud Tujuan penelitian ini adalah untuk mengetahui pengaruh shopping lifestyle dan \ud fashion involvement terhadap impulse buying behavior masyarakat kota\ud Makassar, untuk mengetahui sejauh mana kedua fktor tersebut mempengaruhi\ud sikap konsumen dalam melakukan impulse buying. Penelitian ini menggunakan\ud metode deskriptif yang melibatkan 100 orang responden. Pengumpulan data\ud dilakukan dengan menggunakan pembagian kuesioner. Data yang diperoleh\ud dianalisis dengan menggunakan formula statistik, yakni dengan menggunakan\ud analisis regresi berganda yang pengolahannya dilakukan dengan program SPSS\ud versi 16. Hasil analisis deskriptif menunjukkan bahwa variabel (shopping lifestyle\ud dan fashion involvement) memiliki pengaruh signifikan terhadap impulse buying\ud behavior. Berdasarkan hasil penelitian, maka hipotesis 1 yang menyatakan,\ud diduga bahwa shopping lifestyle memiliki pengaruh signifikan terhadap impulse\ud buying behavior masyarakat kota Makassar. Berdasarkan hasil tersebut, maka\ud hipotesis 2 yang menyatakan diduga bahwa fashion involvement memiliki\ud pengaruh signifikan terhadap impulse buying behavior masyarakat kota\ud Makassar. \ud The purpose of this study was to determine the effect of lifestyle and fashion\ud shopping involvement against impulse buying behavior Makassar city\ud communities, to determine the extent of the second fktor affect attitudes of\ud consumers in impulse buying. This research uses descriptive method that\ud involved 100 respondents. The data collection is done by using the distribution of\ud questionnaires. Data were analyzed using statistical formulas, namely by using\ud multiple regression analysis processing is performed with SPSS version 16.\ud Descriptive analysis showed that the variables (shopping lifestyle and fashion\ud involvement) has a significant influence on impulse buying behavior. Based on\ud the research results, the hypothesis 1 which states, alleged that the shopping\ud lifestyle has a significant influence on the behavior of impulse buying public\ud Makassar. Based on these results, the hypothesis 2 which states alleged that\ud fashion involvement has a significant influence on impulse buying behavior of\ud society Makassar. \ud Keywords: Shopping lifestyle, fashion involvement, and impulse buying\ud behavior