Abstract
The purpose of this study was to examine the effect of fashion involvement and hedonic consumption tendency on positive emotions, the influence of fashion involvement, hedonic consumption tendency and positive emotion on impulse buying, and the role of positive emotions mediate the influence of fashion involvement and hedonic consumption tendency toward impulse buying on fashion products Discovery Shopping Mall Kuta. The method used to determine the sample is non-probability in the form of purposive sampling with sample size of 105 respondents. Data collection was done by distributing questionnaires directly to customers of fashion products Discovery Shopping Mall Kuta. The analysis technique used is path analysis and sobel test. There is a positive and significant relationship between fashion involvement and hedonic consumption tendency toward positive emotion, positive and significant relationship between fashion involvement, hedonic consumption tendency and positive emotion toward impulse buying. Positive emotions can act as significant mediation variables between the influence of fashion involvement and hedonic consumption tendency toward impulse buying.
Highlights
The purpose of this study was to examine the effect of fashion involvement
the role of positive emotions mediate the influence of fashion involvement
Data collection was done by distributing questionnaires
Summary
Tujuan penelitian ini adalah untuk menguji pengaruh fashion involvement dan hedonic consumption tendency terhadap emosi positif, pengaruh fashion involvement, hedonic consumption tendency dan emosi positif terhadap impulse buying, dan peran emosi positif memediasi pengaruh fashion involvement dan hedonic consumption tendency terhadap impulse buying pada pelanggan produk fashion Discovery Shopping Mall Kuta. Metode yang digunakan untuk menentukan sampel adalah non-probability berbentuk purposive sampling dengan ukuran sampel sebanyak 105 orang responden. Pengumpulan data dilakukan dengan penyebaran kuesioner secara langsung pada pelanggan produk fashion Discovery Shopping Mall Kuta. Teknik analisis yang digunakan adalah analisis jalur (path analysis) dan uji sobel. Emosi positif dapat berperan sebagai variabel mediasi yang signifikan antara pengaruh fashion involvement dan hedonic consumption tendency terhadap impulse buying. Kata kunci: fashion involvement, hedonic consumption tendency, emosi positif, dan impulse buying
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