PENGARUH SHOPPING LIFESTYLE, DISCOUNT DAN FASHION INVOLVEMENT TERHADAP IMPULSE BUYING PENGUNJUNG TRANSMART CARREFOUR BUAH BATU BANDUNG

Abstract

Penelitian ini dilatarbelakangi oleh permasalahan terkait Shopping Lifestyle, Discount dan Fashion Involvement Pengunjung Transmart Carrefour Buah Batu Bandung. Berdasarkan hasil pra survey, secara keseluruhan pengunjung Transmart Carrefour Buah Batu Bandung kurang cukup tertarik untuk melakukan pembelian tak terencana (impulse buying) terhadap produk yang ada di Transmart Carrefour Buah Batu Bandung bahkan pengunjung dapat beralih ke pusat perbelanjaan lain yang lebih menarik dalam memberikan diskon dan memiliki banyak pilihan model terhadap produk-produk fashion. Penelitian ini bertujuan untuk  mengetahui pengaruh shopping lifestyle, discount dan fashion involvement terhadap impulse buying pengunjung Transmart Carrefour Bandung Bandung. Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif dan kausal. Pengambilan sampel dilakukan dengan metode non probability sampling jenis Purposive Sampling, dengan jumlah responden sebanyak 100 orang. Teknik analisis deskriptif dan analisis linier berganda. Hasil penelitian dari analisis deskriptif menunjukkan bahwa variabel shopping lifestyle, discount, fashion involvement dan impulse buying berada pada kategori baik. Hasil analisis regresi berganda menunjukan variabel shopping lifestyle, discount, fashion involvement berpengaruh  signifikan terhadap impulse buying, besarnya berpengaruh secara signifikan terhadap impulse buying sebesar 79,5%, dan 20,5% dipengaruhi oleh variabel lain diluar penelitian ini.  Kata kunci: shopping lifestyle, discount, fashion involvement, impulse buyingThis research was motivated by problems related to Shopping Lifestyle, Discount and Fashion Involvement Transmart Buah Batu Bandung Visitors. Based on the pre survey results, overall Transmart Buah Batu Bandung Visitors has not been interested in making impulse buying of products at Transmart Buah Batu Bandung, and even visitors can switch to other more attractive shopping centers in giving discounts and having many choices of models for fashion products. This study aims to determine the effect of shopping lifestyle, discount and fashion involvement on the impulse buying visitors of Carrefour Transmart Bandung Bandung. This study uses a quantitative method with a type of descriptive and causal research. Sampling was conducted by non probability sampling method of Purposive Sampling, with 100 respondents. Descriptive analysis techniques and multiple linear analysis. The results of the descriptive analysis shows that the variables of shopping lifestyle, discount, fashion involvement and impulse buying are in the good category. The results of multiple regression analysis show that the variables of shopping lifestyle, discount, fashion involvement have a significant effect on impulse buying, the magnitude has a significant effect on impulse buying of 79.5%, and 20.5% is influenced by other variables outside of this study. Keywords: shopping lifestyle, discount, fashion involvement, impulse buyi