HUBUNGAN SHOPPING LIFESTYLE, FASHION INVOLVEMENT DAN BRAND IMAGE DENGAN IMPULSE BUYING BEHAVIOR PADA MATAHARI DEPARTMENT STORE KOTA TEGAL

Aliyah, Risqi (2020) HUBUNGAN SHOPPING LIFESTYLE, FASHION INVOLVEMENT DAN BRAND IMAGE DENGAN IMPULSE BUYING BEHAVIOR PADA MATAHARI DEPARTMENT STORE KOTA TEGAL. Skripsi thesis, Universitas Pancasakti Tegal.

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Abstract

ABSTRAK Risqi Aliyah. Hubungan Shopping Lifestyle, Fashion Involvement, Dan Brand Image Dengan Impulse Buying Behavior Pada Matahari Department Store Kota Tegal.Skripsi : Fakultas Ekonomi dan Bisnis Universitas Pancasakti Tegal. Penelitian ini bertujuan untuk menganalisis : 1) Hubungan shopping lifestyle secara parsial dengan impulse buying behavior pada Matahari Department Store Kota Tegal, 2) Hubungan fashion involvement secara parsial dengan impulse buying behavior pada Matahari Department Store Kota Tegal, 3) Hubungan brand image secara parsial dengan impulse buying behavior pada Matahari Department Store Kota Tegal, dan 4) Untuk menganalisis shopping lifestyle, fashion involvement, dan brand image secara simultan dengan impulse buying behavior pada Matahari Department Store Kota Tegal. Hipotesis penelitian ini adalah 1) Diduga shopping lifestyle berhubungan secara parsial dengan impule buying behavior pada Matahari Department Store Kota Tegal, 2) Diduga fashion involvement berhubungan secara parsial dengan impule buying behavior pada Matahari Department Store Kota Tegal, 3) Diduga brand image berhubungan secara parsial dengan impule buying behavior pada Matahari Department Store Kota Tegal, 4) Diduga shopping lifestyle, fashion involvement, dan brand image berhubungan secara simultan dengan impule buying behavior pada Matahari Department Store Kota Tegal. Metode penelitian menggunakan metode kuantitatif. Teknik pengambilan sampel yang digunakan adalah non probability sampling dengan teknik pengambilan sampel sampel random sampling, berjumlah 100 responden. Teknik analisis data yang digunakan analisis korelasi rank spearman, uji signifikasi korelasi rank spearman, analisis korelasi berganda, uji signifikasi koefisien korelasi berganda dan analisis koefisien determinasi. Hasil penelitian ini menunjukan bahwa : 1) Terdapat pengaruh yang cukup kuat, positif dan signifikan shopping lifestyle terhadap impulse buying behavior di Matahari Department Store Kota Tegal. 2) Terdapat pengaruh yang kuat, positif dan signifikan fashion involvement terhadap impulse buying behavior di Matahari Department Store Kota Tegal. 3) Terdapat pengaruh yang sangat rendah, positif dan signifikan brand image terhadap impulse buying behavior di Matahari Department Store Kota Tegal. 4) Terdapat Pengaruh yang sangat kuat, positif dan signifikan shopping lifestyle, fashion involvement, dan brand image secara bersama-sama terhadap impulse buying behavior di Matahari Department Store Kota Tegal. Kata kunci : Shopping Lifestyle, Fashion Involvement, Brand Image dan Impulse Buying Behavior =============================================================================================== ABSTRACT Risqi Aliyah. The Relationship between Shopping Lifestyle, Fashion Involvement, and Brand Image With Impulse Buying Behavior at Matahari Department Store, Tegal City. Description: Faculty of Economics and Business, Pancasakti University, Tegal. This study aims to analyze: 1) Partial relationship shopping lifestyle with impulse buying behavior at Matahari Department Store, Tegal City. 2) The partial relationship between fashion involvement and impulse buying behavior at Matahari Department Store, Tegal City. 3) Partial relationship of brand image with impulse buying behavior at Matahari Department Store, Tegal City and 4) To analyze shopping lifestyle, fashion involvement, and brand image simultaneously with impulse buying behavior at Matahari Department Store, Tegal City. The hypothesis of this research 1) It is suspected that shopping lifestyle is partially related to impule buying behavior at Matahari Department Store, Tegal City. 2) It is suspected that fashion involvement is partially related to the impule buying behavior at Matahari Department Store, Tegal City. 3) It is suspected that brand image is partially related to impule buying behavior at Matahari Department Store, Tegal City. 4) It is suspected that shopping lifestyle, fashion involvement, and brand image are simultaneously related to the impule buying behavior at Matahari Department Store, Tegal City. The research method uses quantitative methods. The sampling technique used was non-probability ampling with a random sampling technique, totaling 100 respondents. The data analysis technique used is Spearman rank correlation analysis, Spearman rank correlation significance test, multiple correlation analysis, multiple correlation coefficient significance test and determination coefficient analysis. The results of this study indicate that: 1) There is a strong, positive and significant influence of shopping lifestyle on impulse buying behavior at Matahari Department Store, Tegal City. 2) There is a strong, positive and significant influence of fashion involvement on the impulse buying behavior at Matahari Department Store, Tegal City. 3) There is a very low, positive and significant effect of brand image on impulse buying behavior at Matahari Department Store, Tegal City. 4) There is a very strong, positive and significant influence on shopping lifestyle, fashion involvement, and brand image together on the impulse buying behavior at Matahari Department Store, Tegal City. Keywords: Shopping Lifestyle, Fashion Involvement, Brand Image and Impulse Buying Behavior

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