ANALISIS PENGARUH FASHION INVOLVEMENT TERHADAP IMPULSE BUYING MELALUI HEDONIC VALUE DI H&M STORE PAKUWON MALL SURABAYA

Japarianto, Edwin and ADIWIDJAJA, ANGELA NATALIE (2019) ANALISIS PENGARUH FASHION INVOLVEMENT TERHADAP IMPULSE BUYING MELALUI HEDONIC VALUE DI H&M STORE PAKUWON MALL SURABAYA. Jurnal Manajemen Pemasaran, 13 (1). pp. 40-48. ISSN 1907-235X

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Abstract

The purpose of this research is to analyze the impact between fashion involvement and Impulse buying by hedonic value that consument does in H&M Pakuwon Mall store in Surabaya. This study is causally using a quantitative approach. The collection of data in a structured way and using statistical methods as the analysis of data. The method used is a survey method that opens a structured questionnaire.This research conducted by spreading 100 questionnaires to customers of H&M Pakuwon Mall Surabaya. Analysis quantitative with path analysis method will be the technique method to analyze this research.The results of this study indicate fashion involvement influence positively and significantly related to hedonic value, fashion involvement affect positively and significantly related to impulse buying, hedonic value in a positive and significant impact on impulse buying. However, the results of this study indicates that the hedonic value cannot be a mediator of variable intervening between fashion involvement and impulse buying

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