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

Abstract

This 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 buyin