Azzahra, Luthfiyah (2016) Pengaruh Fashion Involvement, Positive Emotion, Dan Hedonic Consumption Tendency Terhadap Fashion-Oriented Impulse Buying Produk Ritel Fashion. Undergraduate thesis, Institut Teknology Sepuluh Nopember.
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Abstract
Dampak globalisasi menyebabkan banyak pengusaha ritel dari luar negeri dengan
kemampuan kapital yang besar melakukan aktivitas bisnis di Indonesia. Hal ini
didukung oleh fenomena industri fashion yang saat ini semakin berkembang di
Indonesia. Pembelian tak terencana (impulse buying) merupakan tindakan pembelian
yang dilakukan konsumen dimana sebelumnya belum ada rencana untuk membeli
produk tersebut. Penelitian ini bertujuan untuk menguji hubungan fashion involvement,
positive emotion, hedonic consumption tendency, dan fashion-oriented impulse buying
pada ritel fashion di Galaxy Mall Surabaya yang dilaksanakan dari bulan Februari
hingga bulan Juni. Metode penelitian ini menggunakan desai penelitian deskriptif
konklusif dengan rancangan riset single cross-sectional serta teknik pengambilan
sampel menggunakan judgemental sampling. Penyebaran kuesioner dilakukan dengan
cara survei ke 150 pelanggan Zara, Pull&Bear, dan Stradivarius yang berusia 21 sampai
dengan 35 tahun yang dalam 1 bulan terakhir pernah berbelanja di ketiga ritel tersebut.
Pada penelitian ini menggunakan analisis Stuctural Equation Modeling (SEM) diolah
dengan software LISREL 8.70. Hasil penelitian merekomendasikan bahwa fashion
involvement memiliki pengaruh positif terhadap positive emotion, hedonic
consumption tendency, dan fashion-oriented impluse buying, kemudian hedonic
consumption tendency memiliki pengaruh positif terhadap positif emotion dan fashionoriented
impulse buying, dan temuan penelitian ini menunjukkan positive emotion tidak
memiliki pengaruh positif terhadap fashion-oriented impulse buying. Hasil penelitian
ini juga merekomendasikan strategi retail mix dapat diterapkan secara nyata oleh Zara,
Pull&Bear, dan Stradivarius untuk memaksimalkan pendapatan ritel dari calon
pelanggan dengan memanfaatkan perilaku berbelanja impulse buying.
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The impact of globalization caused many retailers from abroad with great capital
perform business activities especially in Indonesia. This also supported by the fashion
industry which currently growing. Unplanned purchase (or impulse buying) is an act
of purchase made consumers which previously has no plans to buy the product. This
research will examine how fashion involvement influences positive emotion, hedonic
consumption tendency, and fashion-oriented impulse buying at the retail fashion at
Galaxy Mall Surabaya from February until July 2016. This research method is using
descriptive survey research design with a single cross - sectional and judgmental
sampling. The research method is by distributing questionnaires to 150 customers of
Zara, Pull & Bear and Stradivarius who aged from 21 to 35 years old and going
shopping to those three stores in the last 1 month. This research method is analytical
method, which stuctural equation modeling (SEM), using LISREL 8.70. The results of
this research based on the analysis of SEM are fashion involvement has a positive effect
on positive emotion, hedonic consumption tendency, and fashion-oriented impulse
buying. Hedonic consumption tendency to have a positive influence on positive
emotion and fashion-oriented impulse buying. Last, positive emotion has no positive
effect towards fashion-oriented impulse buying. The results also showed that retail mix
strategy that can be applied by Zara, Pull & Bear and Stradivarius to maximize
potential customers to take the advantage of the shopping behavior of impulse buying.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | RSMB 658.834 2 Azz p-1 |
| Uncontrolled Keywords: | Fashion Involvement, Positive Emotion, Hedonic Consumption Tendency, Fashion-Oriented Impulse Buying, Retail Mix, Structural Equation Modeling (SEM). |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. |
| Divisions: | Faculty of Industrial Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Mr. Tondo Indra Nyata |
| Date Deposited: | 15 Jan 2020 02:39 |
| Last Modified: | 15 Jan 2020 02:39 |
| URI: | http://repository.its.ac.id/id/eprint/72679 |
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