PENGARUH HEDONIC SHOPPING VALUE, SHOPPING LIFESTYLE DAN POSITIVE EMOTION TERHADAP IMPULSE BUYING PADA KONSUMEN PRODUK KOSMETIK THE FACE SHOP DI AYANI MEGA MALL PONTIANAK
Abstract
Tujuan penelitian ini adalah untuk menguji dan menganalisis pengaruh Hedonic Shopping Value, Shopping Lifestyle dan Positive Emotion terhadap Impulse Buying pada Konsumen Produk Kosmetik The Face Shop di Ayani Mega Mall Pontianak. Penelitian ini merupakan penelitian kuantitatif dengan bentuk assosiatif kausal. Pengumpulan data diperoleh melalui penyebaran kuesioner online kepada pelanggan The Face Shop Ayani Megamal Pontianak dengan jumlah responden sebanyak 100 orang yang dipilih berdasarkan purposive sampling. Teknik analisis data yang digunakan adalah analisis uji regresi berganda dengan menggunakan SPSS versi 22.0. Hasil penelitian ini menunjukkan bahwa hedonic shopping value berpengaruh positif dan signifikan terhadap impulse buying, shopping lifestyle berpengaruh positif dan signifikan terhadap impulse buying dan positive emotion berpengaruh positif dan signifikan terhadap impulse buying.
Kata kunci: Hedonic Shopping Value, Shopping Lifestyle, Positive Emotion, Impulse Buying
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