The Influence of Shopping Lifestyle and Fashion Involvement on the Impulse Buying Behavior of Middle Income People (Case Study: Bogor Tengah District, Bogor City).
DOI:
https://doi.org/10.21009/ISC-BEAM.013.138Keywords:
Shopping Lifestyle, Fashion Involvement and Impulse Buying Behavior.Abstract
The Influence of Shopping Lifestyle and Fashion Involvement on the Impulse Buying Behavior of Middle Income People (Case Study: Bogor Tengah District, Bogor City). Thesis of The Management Study Program, concentration of Marketing Management, Faculty of Economics and Business, Pakuan University, Bogor. Under the guidance of the chairman of the advisory commission Oktori Kiswati Zaini and the Member of the salmah supervisory commission.
The development of consumer needs, especially fashion, is closely related to changes in shopping lifestyle patterns. The need stimulates a person to do activities to shop for fashion products in order to continue to follow the latest fashion models so that a shopping lifestyle is formed in a person. Involvement in shopping for fashion, especially clothing can be seen with the meticulousness of consumers in choosing clothes, from clothing models, clothing materials, motifs, colors, brands and prices. So research on shopping lifestyle, and fashion involvement is very important, because it is a strategy in creating unplanned purchases by consumers. This study aims to test the influence of Shopping Lifestyle and Fashion Involvement on the Impulse Buying Behavior of Middle Income Communities in Bogor Tengah District, Bogor City.
The type of research used by researchers is Associative. The author uses a qualitative technique that is anticipated by using a likert scale where the type of qualitative data is obtained from interviews and questionnaires. The selection of respondents was carried out using the non-probability sampling method with purposive sampling techniques totaling 100 respondents based on the slovin formula. Data collection was carried out through questionnaires and interviews and data analysis methods using descriptive analysis.
The results of this study show that between shopping lifestyle and fashion involvement in impulse buting behavior, which is 23.3% and is quite effective while the rest is 76.6%. So it can be concluded that simultaneous shopping lifestyle and fashion involvement simultaneously have a positive effect on the impulse buying behavior of the middle income community of Bogor Tengah District, Bogor City with a contribution of 23.3%.
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