PENGARUH KETERLIBATAN FESYEN DAN EMOSI POSITIF TERHADAP IMPULSE BUYING BEHAVIOR (SURVEI HIJABERS COMMUNITY BANDUNG)

Zuraida, Denada (2016) PENGARUH KETERLIBATAN FESYEN DAN EMOSI POSITIF TERHADAP IMPULSE BUYING BEHAVIOR (SURVEI HIJABERS COMMUNITY BANDUNG). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Indutri kreatif di Indonesia masih terbuka luas untuk para pelaku usaha di Indonesia, karena kekayaan budaya dan tradisi Indonesia bisa menjadi sumber kreativitas untuk dikembangkan. Kondisi ini secara signifikan memberikan dampak terhadap perekonomian yang juga kian besar, tak hanya mendatangkan devisa dan mendorong pertumbuhan tapi juga mampu menyerap tenaga kerja. Tren fesyen hijab di Indonesia menunjukkan perkembangan yang cukup pesat. Perkembangan tren ini menghasilkan istilah baru, yaitu Hijabers. Komunitas Hijabers identik dengan wanita Muslim berhijab yang mengikuti perkembangan fesyen terkini. Tujuan penelitian ini adalah untuk mengetahui gambaran mengenai keterlibatan fesyen, emosi positif dan impulse buying behavior serta menjelaskan pengaruh keterlibatan fesyen terhadap impulse buying behavior serta emosi positif dan impulse buying behavior. Obyek penelitian Hijabers Community Bandung sebagai komunitas yang menyatakan terdepan dalam fesyen. Variabel penelitian meliputi: keterlibatan fesyen, emosi positif, dan impulse buying behavior. Desain penelitian adalah kausal dengan menggunakan 90 sampel penelitian. Analisis data yang digunakan adalah koefisien korelasi pearson product moment dan analisis regresi linier berganda. Pengujian hipotesis menggunakan uji t untuk melihat pengaruh parsial dan uji f untuk melihat pengaruh simultan. Temuan dalam penelitian ini menunjukkan bahwa keterlibatan fesyen terbukti berpengaruh terhadap impulse buying behavior, tetapi emosi positif tidak memiliki pengaruh terhadap impulse buying behavior.; Creative industries in Indonesia is still wide open for business players in Indonesia, for its rich culture and traditions of Indonesia could be a source of creativity to be developed. These conditions significantly impact on the economy, not only bring in foreign exchange and growth but also able to provide employment. Hijab fashion trends in Indonesia showed a fairly rapid growth. The development of these trends generate new term, Hijabers. Hijabers Community synonymous with veiled Muslim woman who keep abreast of the latest fashion. The study aimed to describe fashion involvement, positive emotion, and impulse buying behavior and to find out the extent of the influence of fashion involvement toward impulse buying behavior, also the impact of positive emotion toward impulse buying behavior. Research object is Hijabers Community Bandung which the leading fashion in community. Variables used are: fashion involvement, positive emotion, and impulse buying. Research design is causal with 90 samples with purposive sampling method. Analysis of the data used is the Pearson product moment correlation coefficient and simple linear regression analysis. Hypothesis testing using t to view the partial effect and testing using f to view the simultan effect. The result of this research showing that fashion involvement proved impact toward positive emotion. Fashion involvement proved impact towards impulse buying behavior, but positive emotion not proved impact towards impulse buying behavior.

Item Type: Skripsi Tesis Atau Disertasi (S1)
Additional Information: No. Panggil: S PEM ZUR p-2016; Pembimbing: I. Heny Hendrayati, II. Mokh. Adilo Sultan
Uncontrolled Keywords: Emosi Positif, Impulse Buying Behavior, Keterlibatan Fesyen, Fashion Involvement, Impulse Buying Behavior, Positive Emotion
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Mr mhsinf 2017
Date Deposited: 24 Jul 2017 08:15
Last Modified: 24 Jul 2017 08:15
URI: http://repository.upi.edu/id/eprint/24054

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