PENGARUH SHOPPING LIFESTYLE DAN FASHION INVOLVEMENT TERHADAP IMPULSE BUYING PRODUK FASHION PADA KONSUMEN SHOPEE DI BANDAR LAMPUNG

Akmalul Huda, Muhamad (2024) PENGARUH SHOPPING LIFESTYLE DAN FASHION INVOLVEMENT TERHADAP IMPULSE BUYING PRODUK FASHION PADA KONSUMEN SHOPEE DI BANDAR LAMPUNG. Skripsi thesis, INSTITUT INFORMATIKA DAN BISNIS DARMAJAYA.

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HALAMAN PERSETUJUAN DAN PENGESAHAN.pdf
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DAFTAR ISI.pdf
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Abstract

Impulsive buying during the pandemic and the new normal is still widely practiced by consumers. The increase in transactions during the new normal period of the Covid 19 pandemic was recorded at up to 130% compared to the same period last year. This study aims to determine the effect of shopping lifestyle and fashion involvement on impulse buying fashion products from Shopee consumers in Bandar Lampung. This type of research used quantitative research with the causality method. The respondents were consumers who accessed the Shopee application for more than 30 minutes a day amounting to 100 people. The Sampling method used non-probability using a purposive sampling technique. This research used primary data by distributing questionnaires to respondents. The data analysis method used Multiple Linear Regression with t-test and F-test for hypothesis. The research results showed that shopping lifestyle and fashion significantly involved partial and simultaneously positive effects on impulse buying.

Item Type: Thesis (Skripsi)
Subjects: 300 Ilmu Ilmu Sosial > 330 Ilmu Ekonomi
eSkripsi
Divisions: Skripsi/TA & PKPM/KP - Fakultas Ekonomi Bisnis > Prodi Manajemen
Depositing User: Muhamad Akmalul Huda
Date Deposited: 30 Jul 2024 02:51
Last Modified: 30 Jul 2024 02:51
URI: http://repo.darmajaya.ac.id/id/eprint/16917

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