Detail Cantuman  |  Perpustakaan Universitas Putra Bangsa

Penelitian ini bertujuan untuk menganalisis pengaruh fashion involvement, store ambiece, dan hedonic shopping motives terhadap emosi positif dan impulse buying di Cherry Store Kebumen. Target populasi pada penelitian ini adalah konsumen Cherrry Store Kebumen yang pernah melakukan pembelian secara impulsif dengan jumlah sampel sebanyak 100 responden. Penelitian ini menggunakan metode analisis deskriptif dan statistika yaitu metode nonprobability sampling dengan jenis purposive sampling. Dalam metode statistika dilakukan uji validitas, uji reliabilitas, pengujian asumsi klasik, uji t, uji koefisien determinasi, analisis korelasi dan analisis jalur. Hasil penelitian menunujukkan bahwa pada variabel fashion involvement tidak berpengaruh signifikan terhadap emosi positif dan impulse buying, variabel store ambience berpengaruh signifikan terhadap emosi positif tetapi tidak berengaruh secara langsung terhadap impulse buying, dan variabel hedonic shopping motives berpengaruh signifikan terhadap emosi positif dan impulse buying.
Kata kunci: fashion involvement, store ambience, hedonic shopping motives, emosi positif, impulse buying.
Abstrack
This study aims to analyse the influence of fashion involvement, store ambience, and hedonic shopping motives on positive emotions and impulse buying at the Cherry Store Kebumen. The population target in this study was the consumer of Cherry Store Kebumen who had made impulse purchase with a total sample of 100 respondents. This study uses descriptive and statistical analysis methode, namely the nonprobability sampling methode with the type of purposive sampling. In the statistical methods,validity test, reliability test, classical assumption test, parcial test, coefficient of determination test, correlation analysis and path analysis were tested. The results of the study show that the fashion involvement variable does not have a significant effect on positive emotion and impulse buying, store ambience variable have a significant effect on positive emotion but have no dirrect influence on impulse buying, and the hedonic shopping motives variables have a significant effevt on positive emotion and impulse buying.
Keywords: fashion involvement, store ambience, hedonic shopping motives, positive emotions, impulse buying.