The Influence Of Hedonic Shopping Value And Shopping Lifestyle On Impulse Buying In Zahra Collection Boutique Consument
Abstract
This study aims to determine 1) the influence of hedonic shopping value, 2) shopping lifestyle, and 3) hedonic shopping value and shopping lifestyle on impulse buying. This research is located in the Zahra Collection boutique on Jl. Moh. Hatta Luwuk City, Central Selawesi. The sample consists of 100 respondents (consumers) who had bought at Zahra collection boutique at least once using the Slovin formula. The analysis technique uses multiple linear regression assisted by the SPSS 20 program.
The results of the study disclose that: 1) Hedonic shopping value has positive and significant effect on impulse buying, which is proved by the tcount 8.047>1.98472 with a significance of 0.000<0.05. 2) Shopping lifestyle has positive and significant effect on impulse buying, which is proved by the tcount 6.612>1.98472 with a significance of 0.000<0.05. 3) Hedonic shopping value and shopping lifestyle have positive and significant effect on impulse buying, seen from the fcount 192.335>3.09 with a significance of 0.000<0.05. The R square value is 79.9% and the remaining 20.1% are the unexamined variables.
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