Abghia Lies Fildzah Alif, - (2021) PENGARUH FASHION INVOLVEMENT TERHADAP IMPULSE BUYING (Survei pada Konsumen Fashion Berbasis Online Zalora). S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Impulse Buying merupakan salah satu sumber income yang besar bagi perusahaan. Tanpa adanya pembelian yang dilakukan oleh konsumen yang impulsive akan sangat sulit untuk perusahaan terutama yang menjual produk fashion untuk bertahan dalam persaingan. Tujuan penelitian ini adalah untuk mengetahui gambaran fashion involvement dan impulse buying pada anggota KOPMA Bumi Siliwangi UPI. Metode penelitian yang digunakan adalah metode explanatory survey dengan total sampel 100 pengunjung website Zalora.co.id. Teknik analisis data yang digunakan adalah deskriptif dan verifikatif menggunakan path analysis dengan alat bantu program SPSS 23.0 for windows. Hasil penelitian mengungkapkan bahwa fashion involvement berpengaruh positif terhadap impulse buying dengan pengaruh berada di kategori kuat berdasarkan tabel guilford. Secara keseluruhan (simultan) terdapat pengaruh positif antara fashion involvement dan impulse buying pada konsumen fashion berbasis online Zalora. Namun secara parsial, terdapat pengaruh positif antara selera, pleasure dan sign value namun probabilitas resiko berpengaruh negatif terhadap impulse buying pada konsumen fashion berbasis online Zalora. Hal ini menunjukan bahwa fashion involvement merupakan pemicu yang cukup baik terhadap impulse buying. Untuk menumbuhkan dan meningkatkan impulse buying pada konsumen Zalora, direkomendasikan untuk membuat produk yang dapat menstimulus konsumen untuk membeli produk. Without purchases made by impulsive consumers, it will be very difficult for companies, especially those selling fashion products, to survive in the competition. The purpose of this study was to describe the fashion involvement and impulse buying of members of KOPMA Bumi Siliwangi UPI. The research method used is an explanatory survey method with a total sample of 100 visitors to the Zalora.co.id website. The data analysis technique used is descriptive and verification using path analysis with SPSS 23.0 for windows program tools. The results of the study reveal that fashion involvement has a positive effect on impulse buying with the influence being in the strong category based on the guilford table. Overall (simultaneously) there is a positive influence between fashion involvement and impulse buying on Zalora online-based fashion consumers. However, partially, there is a positive influence between taste, pleasure and sign value, but the probability of risk has a negative effect on impulse buying on Zalora online-based fashion consumers. This shows that fashion involvement is a pretty good trigger for impulse buying. To grow and increase impulse buying for Zalora consumers, it is recommended to make products that can stimulate consumers to buy products.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Pemasaran, Perilaku Konsumen, Marketing, Consumer Behavior, Fashion Involvement, Impulse Buying |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis |
| Depositing User: | Abghia Lies Fildzah Alif |
| Date Deposited: | 08 Nov 2021 03:07 |
| Last Modified: | 08 Nov 2021 03:07 |
| URI: | http://repository.upi.edu/id/eprint/69486 |
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