PENGARUH FASHION INVOLVEMET DAN KECENDERNGAN HEDONIC CONSUMPTION DENGAN MEDIATOR EMOSI POSITIF TERHADAP PEMBELIAN IMPULSIF BERORIENTASI FASHION (Survei Pada Pembeli Pakaian Di Mal Olympic Garden Kota Malang)

Abstract

This study examines the effect of Fashion Involvement and Hedonic Consumption Tendency with mediator Positive Emotion toward Fashion-Oriented Impulse Buying, survey of the apparel purchaser in Mal Olympic Garden, Malang City. The number of samples in this study were 122 respondents who have bought clothes at Mal Olympic Garden. Sampling technique with purposive sampling. The result of the research with path analysis showed that there was significant effect of Fashion Involvement on Fashion-Oriented Impulse Buying. However, there was negative and no significant effect Fashion Involvement on Fashion-Oriented Impulse Buying indirectly through Positive Emotions. Hedonic consumption Tendency had significant effect on Fashion-Oriented Impulse Buying both directly and indirectly through Positive Emotions.

Keywords: Fashion Involvement, Hedonic Consumption Tendency, Positive Emotion, Fashion-Oriented Impulse Buying

ABSTRAK

Penelitian ini menguji pengaruh Fashion Involvement dan Kecenderungan Hedonic Consumption dengan mediator Emosi Positif terhadap Pembelian Impulsif Berorientasi Fashion survei pada pembeli pakaian di Mal Olimpic Garden Kota Malang. Jumlah sampel dalam penelitian ini sebanyak 122 orang responden yang telah membeli pakaian  di Mal Olympic Garden. Teknik pengambilan sample dengan purposive sampling. Hasil penelitian dengan analisis path menunjukkan bahwa Fashion Involvement berpengaruh secara langsung terhadap Pembelian Impulsif Berorientasi Fashion. Namun, secara tidak langsung melalui Emosi Positif, Fashion Involvement berpengaruh negatif dan tidak signifikan terhadap Pembelian Impusif Berorientasi Fashion. Kecenderungan Hedonic Consumption berpengaruh secara langsung terhadap Pembelian Impulsif Berorientasi Fashion baik secara langsung maupun secara tidak langsung melalui Emosi Positif.

Kata Kunci : Fahion Involvement, Kecenderungan Hedonic Consumption, Emosi Positif, Pembelian Impulsif Berorientasi Fashion