Pengaruh Motivasi Belanja Hedonis Dan Fashion Involvement Terhadap Pembelian Impulsif Pada Konsumen H&M Surabaya

The Effect of Hedonic Shopping Motivation and Fashion Involvement on Impulsive Buying on H&M Surabaya Consumers

Perkembangan bisnis ritel di Indonesia, terutama di Kota Surabaya merupakan suatu pertumbuhan yang signifikan yang dipengaruhi adanya kehidupan masyarakat yang bersifat konsumtif dan memiliki gaya hidup yang senang mengikuti tren sehingga dapat mempengaruhi beberapa orang untuk melakukan suatu pembelian produk. Penelitian ini memiliki tujuan untuk mengetahui pengaruh motivasi belanja hedonis dan fashion involvement terhadap pembelian impulsif pada konsumen H&M Surabaya. Populasi penelitian ini adalah konsumen yang pernah membeli produk H&M Surabaya, sampelnya berjumlah 98 responden dengan teknik accidental sampling yang dimana adanya sampel berdasarkan kebetulan disaat konsumen datang ke H&M Surabaya. Teknik analisis datanya Regresi Linier berganda dengan menggunakan SPSS 25, sedangkan teknik pengumpulan datanya menggunakan kuesioner online. Hasil penelitian ini secara parsial bahwa motivasi belanja hedonis berpengaruh langsung terhadap pembelian impulsif, dan fashion involvement tidak berpengaruh langsung terhadap pembelian impulsif. Sedangkan secara simultan bahwa motivasi belanja hedonis dan fashion involvement berpengaruh langsung terhadap pembelian impulsif.

Kata Kunci : Motivasi Belanja Hedonis, Fashion involvement, Pembelian Impulsif

The development of the retail business in Indonesia, especially in the city of Surabaya, shows significant growth which is influenced by the existence of peoples lives that are increasingly consumptive and have a lifestyle that likes to follow trends so that it can influe`nce someone to buy a product. this study aims to determine the effect of hedonic shopping motivation and fashion involvement on impluse buying on H&M Surabaya consumers. The population of this research is consumers who have bought H&M Surabaya products, the sample is 98 respondents with accidental sampling technique where the determination of the sample is based on chance when consumers come to H&M Surabaya. The data analysis technique is Multiple Linear Regression using SPSS 25, while the data collection technique uses an online questionnaire. The results of this study are partially show that hedonic shopping motivation has a direct effect on impulse buying, and fashion involvement does not  directly effect on impulse buying. Meanwhile, simultaneously, hedonic shopping motivation and fashion involvement have a direct  effect on impulse buying.

Keywords:. Hedonic Shopping Motivation, Fashion involvement, Impulse Buying.