Rika Dwi Maulidiva. 130211100140. 2017. “Pengaruh Shopping Lifestyle dan Fashion Involvement terhadap keputusan Impulse Buying Pada Konsumen Karita Muslim Square Surabaya”. Dibawah bimbingan Dr. Ir. Nurita Andriani, MM. dan Dr. Mohammad Arief, SE., M.M. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh shopping lifestyle dan fashion involvement terhadap keputusan impulse buying pada konsumen Karita Muslim Square Surabaya. Penelitian ini menggunakan penelitian kuantitatif. Populasinya adalah keseluruhan konsumen yang pernah berbelanja di Karita Muslim Square Surabaya. Teknik pengambilan sampel menggunakan purposive sampling dengan 97 responden. Teknik pengumpulan data yaitu dengan interview (wawancara) dan kuisioner dengan pengukuran jawaban menggunakan skala likert. Untuk menguji instrument data menggunakan uji validitas, uji reliabilitas dan uji asumsi klasik. Sedangkan pada teknik analisis data menggunakan regresi linier berganda dengan uji F, uji t dan koefisien determinasi. Hasil penelitian ini menunjukkan terdapat pengaruh yang signifikan pada variabel shopping lifestyle terhadap keputusan impulse buying. Hal ini berarti apabila tingkat shopping lifestyle semakin tinggi seperti meningkatkan tawaran iklan maka akan semakin meningkat keputusan impulse buying di Karita Muslim Square Surabaya. Kemudian terdapat pengaruh yang signifikan variabel fashion involvement terhadap keputusan impulse buying. Hal ini berarti apabila tingkat fashion involvement semakin tinggi seperti meningkatkan pada koleksi yang lengkap maka akan semakin meningkat keputusan impulse buying di Karita Muslim Square Surabaya Kata kunci: shopping lifestyle, fashion involvement, dan keputusan impulse buying.


Deskripsi Lain

Rika Dwi Maulidiva. 130211100140. 2017. "The Impacts of Shopping Lifestyle and Fashion Involvement on Impulse Buying Decision of Consumers of Karita Muslim Square Surabaya". Under the guidance of Dr.Ir. Nurita Andriani, MM. And Dr. Mohammad Arief, SE., M.M. This study aims to find out and analyze the influence of shopping lifestyle and fashion involvement on impulse buying decision of consumers of Karita Muslim Square Surabaya. This research uses quantitative research. The population is the entire consumers who have ever been shopping at Karita Muslim Square Surabaya. The sampling technique used purposive sampling on 97 respondents. Data collection technique used interview and questionnaire with the measurement of answers using Likert scale. Validity test, reliability test and classical assumption test were used to test the data instrument. While on technique of data analysis used multiple linear regressions with F test, t-test and coefficient of determination. The results of this study show that there is a significant impact of shopping lifestyle variables on impulse buying decision. It means that if the level of shopping lifestyle was increasing such as increasing the ad's bid then the impulse buying decision in Karita Muslim Square Surabaya will increase. Then there is a significant influence of fashion involvement variables on impulse buying decision. It means that if the level of fashion involvement was increasing such as improving to complete the collection then the impulse buying decision in Karita Muslim Square Surabaya will increase. Keywords: shopping lifestyle, fashion involvement, and impulse buying decision.

• PENGARUH SHOPPING LIFESTYLE DAN FASHION INVOLVEMENT TERHADAP KEPUTUSAN IMPULSE BUYING PADA KONSUMEN KARITA MUSLIM SQUARE SURABAYA