PENGARUH E-GAYA HIDUP, TREND FASHION, DAN CUSTOMER EXPERIENCE TERHADAP IMPULSE BUYING PRODUK FASHION KONSUMEN SHOPEE DI SURABAYA

THE EFFECT OF E-LIFESTYLE, TREND FASHION, AND CUSTOMER EXPERIENCE ON IMPULSE BUYING FASHION PRODUCTS OF SHOPEE CONSUMERS IN SURABAYA

Tujuan dari penelitian ini adalah untuk mengidentifikasi dan menganalisis dampak e-gaya hidup, trend fashion dan customer experience terhadap impulse buying konsumen Shopee pada produk fashion di Surabaya. Populasi penelitian ini terdiri dari konsumen yang membeli produk fashion pada Shopee di Surabaya dan sampel sebanyak 100 responden dengan menggunakan teknik non-probability sampling. Pengumpulan data dengan kuesioner menggunakan Google Forms. Teknik analisis data yaitu analisis regresi linier berganda dengan menggunakan aplikasi SPSS 20, menunjukkan bahwa penelitian e-gaya hidup dengan koefisien sebesar 0,046 dan customer experience dengan koefisien sebesar 0,151 tidak berpengaruh secara parsial terhadap impulse buying. Namun, hasil penelitian menunjukkan bahwa trend fashion dengan koefisien sebesar 1,083 memiliki pengaruh secara parsial pada impulse buying. Variabel e-gaya hidup, trend fashion, dan customer experience mempengaruhi impulse buying secara simultan dengan koefisien sebesar 0,662.

The purpose of this study was to identify and analyze the impact of e-lifestyle, fashion trends and customer experience on the impulse buying of Shopee consumers on fashion products in Surabaya. The population of this study consisted of consumers who bought fashion products at Shopee in Surabaya and a sample of 100 respondents using non-probability sampling technique. Data collection by questionnaire using Google Forms. The data analysis technique is multiple linear regression analysis using the SPSS 20 application, showing that elifestyle research with a coefficient of 0.046 and customer experience with a coefficient of 0.151 does not partially affect impulse buying. However, the results showed that the fashion trend with a coefficient of 1.083 had a partial influence on impulse buying. Variables e-lifestyle, fashion trends, and customer experience affect impulse buying simultaneously with a coefficient of 0.662.