PENGARUH SHOPPING LIFESTYLE DAN FASHION INVOLVEMENT TERHADAP KEPUTUSAN BELANJA FASHION YANG DIMODERASI OLEH PROMOSI ONLINE - Ari Soeti Yani; Muhammad Ulul Albab (MEDIA MANAJEMEN JASA, 2022)
ABSTRAKPenelitian ini bertujuan untuk menguji pengaruh dari shopping lifestyle dan fashion involvement terhadap keputusan belanja fashion yang dimoderasi oleh promosi online. Sampel dalam penelitian ini sebanyak 234 responden yang merupakan mahasiswa terpelajar, yang merupaka orang – orang yang gemar berbelanja fashion dengan menggunakan promosi online. Teknik pengambilan data menggunakan simple random sampling dengan cara menyebar luaskan kuesioner melalui google from dan disebar ke sosial media dan Whatshapp Group. Metode pengolahan data dalam penelitian ini menggunakan sofware Smart PLS yang digunakan untuk menguji hipotesis. Hasil penelitian ini menunjukan bahwa shopping lifestyle berpengaruh positif dan signifikan terhadap belanja fashion, fashion involvement terhadap belanja fashion tidak signifikan, promosi online berpengaruh positif dan siginifikan terhadap belanja fashion, moderasi promosi online mampu memperkuat pengaruh shopping lifestyle terhadap keputusan belanja fashion, moderasi pengaruh promosi online tidak mampu memperkuat fashion involvement terhadap belanja fashion. Hasil penelitian ini merekomendasi kepada wanita yang gemar berbelanja fashion terhadap promosi online yang ada di sosial media.Kata Kunci : Shopping Lifestyle, Fashion Involvemnt, Keputusan Belanja Fashion, Promosi Online ABSTRACTIts aim is to test the effects of shopping lifestyle and fashion involvement with fashion spending decisions moderated by online promotion. The sample in the study has a total of 239 respondents who are educated students, who are a load of people-people love to shop in fashion using online advertising. Data retrieval techniques using the simple random sampling by spreading questionnaires through Google from and disseminating to the median and whatshapp group. The methods of data processing in this study use smart PLS software that is used to test hypotheses. The findings of the study show that shopping lifestyle is a positive and significant factor in fashion shopping, fashion involvement with fashion is not significant, online promotion is positive and siginifment of fashion shopping, online promotion moderates the influence of shopping lifestyle towards fashion decisions, moderating of online promotions is not able to reinforce fashion involvement. The study recommends that fattened women who shop for fashion with online promotions on social media.Keyword : Shopping Lifestyle, Fashion Involvemnt, Keputusan Belanja Fashion, Promosi Online