Skripsi S1

Pengaruh Fashion Involvement, Hedonic Shopping Motivation, Store Theatric dan Promotion terhadap Impulse Buying (Studi pada Konsumen Wanita RITA Pasaraya Kebumen orientasi fashion)

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Abstrak
Penelitian ini bertujuan untuk megetahui pengaruh fashion involvement, hedonic shopping motivation, store theatrics dan promotion terhadap impulse buying pada produk fashion di RITA Pasaraya Kebumen. Data yang digunakan dalam penelitian ini adalah data primer dan data sekunder. Responden dalam penelitian ini berjumlah 100 orang sebagai sampel penelitian yang ditarik berdasarkan accidental sampling. Pengambilan data menggunakan kuesioner berdasarkan skala likert yang dianalisis dengan bantuan program SPSS 22.00 for windows. Hasil penelitian ini menunjukkan bahwa berdasarkan uji validitas semua pernyataan yang digunakan dalam variabel fashion involvement, hedonic shopping motivation, store heatrics, promotion dan impulse buying dinyatakan valid. Berdasarkan hasil uji reliabilitas, semua variabel dinyatakan reliabel. Berdasarkan hasil uji t semua hipotesis deterima. Hasil pengujian koefisien determinasi menunjukkan bahwa nilai Adjusted R2 sebesar 0,698 artinya 69,8% impulse buying dipengaruhi oleh fashion involvement, hedonic shopping motivation, store theatrics dan promotion, sisanya sebesar 30,2% dipengaruhi oleh variabel lain yang tidak ada dalam penelitian ini.
Kata Kunci: Fashion Involvement, Hedonic Shopping Motivation, Store Theatrics, Promotion, Impulse Buying.
Abstract
This study aims to find out the influence of fashion involvement, hedonic shopping motivation, store theatrics and promotion of impulse buying on fashion products at RITA Pasaraya Kebumen. The data used in this study are primary data and secondary data. Respondents in this study amounted to 100 people as research samples drawn based on accidental sampling. Data retrieval uses a questionnaire based on the Likert scale which was analyzed with the help of SPSS 22.00 for Windows. The results of this study indicate that based on the validity of all statements used in fashion involvement variables, hedonic shopping motivation, store heatrics, promotion and impulse buying are declared valid. Based on the results of the reliability test, all variables are declared reliable. Based on the results of the t test all hypotheses are accepted. The test results of the coefficient of determination show that the adjusted R ^ 2 value is 0.698 which means 69.8% impulse buying is influenced by fashion involvement, hedonic shopping motivation, store theatrics and promotion, the remaining 30.2% is influenced by other variables not present in this study .
Keywords: Fashion Involvement, Hedonic Shopping Motivation, Store Theatrics, Promotion, Impulse Buying.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.81 Ism p c.

Penerbit

Kebumen : STIE Putra Bangsa., 2019

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

658.81

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Ismi Nurjanah

Versi lain/terkait

Lampiran Berkas

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