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This research is meant to find out the influence of shopping lifestyle, fashion involvement and hedonic shopping to the impulse buying behavior. The population is the customers who have ever purchased women clothes at Pointbreak Tunjungan Plaza Surabaya. The sample collection technique has been done by using sampling purposive and 100 people have been selected as samples. The analysis has been done by using multiple linear regressions. The result of the research shows that shopping lifestyle, fashion involvement, and hedonic shopping have influence to the impulse buying of the fashion product at Pointbreak Tunjungan Plaza Surabaya. This result indicates that the model which have applied in this research is feasible to be continued for the following analysis. This result is also supported by the level of coefficient correlation is 74.0% which shows that the correlation among these variables to the impulse buying is firm. The partial test shows that each variable i.e. shopping lifestyle, fashion involvement, and hedonic shopping has positive and significant influence to the impulse buying. Meanwhile, the variable which has dominant influence to the impulse buying is shopping lifestyle because its partial coefficient determination is the biggest when it is compared to other variables. Keywords: Shopping Lifestyle, Fashion Involvement, Hedonic Shopping, Impulse Buying.
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