PENGARUH SHOPPING LIFESTYLE, FASHION INVOLVEMENT DAN HEDONIC SHOPPING VALUE TERHADAP IMPULSE BUYING BEHAVIOUR PELANGGAN TOKO ELIZABETH SURABAYA

FITA EKA PRASTIA

Abstract


Along with the variated needs of consumers who provide business opportunities for businesses, especially in
the field of fashion. This fact led many pop stores that sell a variety of types of fashion products for both men and
women. This phenomenon is well responded by the Elizabeth Store is one of the famous stores with a great selection of
quality fashion products with prices. This study aims to determine the influence of shopping lifestyle, fashion
involvement, and hedonic shopping value towards impulse buying behavior customers Elizabeth Surabaya Store. This
study is a causal hypothesis and using purposive sampling in sampling. Characteristics of the respondents surveyed
were respondents who are aged> 18 years and never shopped at Elizabeth Surabaya Store at least 2 times in the last
five months the number of those 100 people. The analysis technique used is the multiple regressions linear. Results of
this study showed that variables shopping lifestyle, Fashion involvement, and Hedonic Shopping Value positive
significantly influence Impulse buying behavior.

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