Pengaruh Fashion Involvement, Shopping Lifestyle, dan Hedonic Shopping Motivation Terhadap Impulse Buying Pada Store Byfii Magetan

Nurul Khasanah (Universitas Muhammadiyah Ponorogo)
Riawan Riawan (Universitas Muhammadiyah Ponorogo)
Naning Kristiyana (Universitas Muhammadiyah Ponorogo)

SYNERGY: Jurnal Bisnis dan Manajemen
Vol 6, No 2 (2026)

Rapid transformations in consumer lifestyles and purchasing preferences have contributed to the growth of the fashion retail industry in Indonesia. This research investigates how fashion involvement, shopping lifestyle, and hedonic shopping motivation influence impulse buying behavior at Byfii Store Magetan. The study applies a quantitative research method involving consumers who have previously shopped at the store. Due to the unknown population size, a purposive sampling technique was utilized to select 160 respondents. Data collection was conducted through questionnaires, while data analysis employed the Partial Least Squares (PLS) method using SmartPLS 4. The results confirm that all three independent variables significantly and positively contribute to impulse buying among consumers at Byfii Store Magetan