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All Journal Daengku: Journal of Humanities and Social Sciences Innovation
Annisa Edelia
State Islamic University of North Sumatra, Indonesia
Humanities Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Other

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The Effect of Hedonic Shopping Motivation, Shopping Lifestyle, and Fashion Involvement on Impulse Buying on Zalora Customers in Medan City Annisa Edelia; Tuti Anggraini
Daengku: Journal of Humanities and Social Sciences Innovation Vol. 2 No. 4 (2022)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (324.611 KB) | DOI: 10.35877/454RI.daengku1113

Abstract

The purpose of this study was to analyze the direct effect of Hedonic Shopping Motivation, Shopping Lifestyle, and Fashion Involvement on Impulse Buying. The population of this research is Zalora's customers in Medan city. With an unknown population, Bernoulli's formula is used and the number of samples is 60 respondents by purposive sampling. Data obtained by questionnaire google forms. The data analysis method used is associative statistical analysis and Partial Least Square (SEM-PLS) 3.0 analysis. Data collection techniques using a Google form questionnaire. The results show that the Hedonic Shopping Motivation variable has a significant effect on Impulse Buying, the Shopping Lifestyle variable has a significant effect on Impulse Buying and the Fashion Involvement variable has a significant effect on Impulse Buying.
Co-Authors Tuti Anggraini