PENGARUH FASHION INVOLVEMENT DAN POSITIVE EMOTION TERHADAP IMPULSE BUYING (Survey pada Warga Kelurahan Tulusrejo Kecamatan Lowokwaru Kota Malang)

Dian Sukma Andriyanto · Imam Suyadi · Dahlan Fanani

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Abstract

This study aims to determine and explain how the influence of Fashion Involvement and Positive Emotion jointly and severally against Impulse Buying. This type of research is an explanatory research using research instruments such as questionnaires distributed to 57 respondents who are residents of the Village Tulusrejo with the majority of respondents aged 17 to 24 years. The results showed that both variables fashion involvement and positive emotion jointly influential on the basis of the results of multiple linear regression analysis with value Fhitung 33.04, while F table at significant level of 0.05 indicates a value of 3.17. While individually also significantly influence the Impulse Buying on the basis of test results of t-test. Keywords : Fashion Involvement, Positive Emotion, Impulse Buying, Consumer Behavior. ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menjelaskan bagaimana pengaruh Fashion Involvement dan Positive Emotion bersama-sama maupun sendiri-sendiri terhadap Impulse Buying. Jenis penelitian yang digunakan adalah explanatory research dengan menggunakan instrumen penelitian berupa kuesioner yang disebar kepada 57 responden yang merupakan warga Kelurahan Tulusrejo dengan mayoritas responden berumur 17 hingga 24 tahun. Hasil penelitian menunjukkan bahwa dari kedua variabel fashion involvement dan positive emotion secara bersama-sama berpengaruh atas dasar hasil analisis regresi linier berganda dengan nilai F hitung sebesar 33,04, sedangkan F tabel pada taraf signifikan 0,05 menunjukan nilai sebesar 3,17. Sedangkan secara sendiri-sendiri juga berpengaruh signifikan terhadap Impulse Buying atas dasar hasil pengujian t-test . Kata Kunci : Fashion Involvement, Positive Emotion, Impulse Buying, Perilaku Konsumen.

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References

1980Psikologi perkembangan: Suatu pendekatan sepanjang rentang kehidupan 1989Metode Penelitian Survai 1998Impulse buying: Modeling its precursors 2003The product-specific nature of impulse buying tendency 1997Conceptualizing self‐monitoring: links to materialism and product involvement 2003Visual merchandising and the creation of discernible retail brands 2003An Exploratory Investigation into Impulse Buying Behavior in a Transitional Economy: A Study of Urban Consumers in Vietnam 2003What every retailer should know about the way into the shopper’s head

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