Pengaruh Hedonic Shopping Value dan Shopping Life Style Terhadap Impulse Buying di Online Shop pada Followers Instagram Hijabers Community Bandung

Abstract

Hedonic shopping value and shopping lifestyle factors are factors that can influence impulse buying to make purchases at online shops. This research aims to determine the influence of hedonic shopping value and shopping lifestyle on impulse buying. This research is quantitative research with a survey method. The sampling technique used the Slovin formula with a total of 100 people. The data collection technique uses a questionnaire whose validity and reliability have been tested. The data analysis technique uses multiple linear coefficient analysis. The research results show that: (1) Partially the Hedonic Shopping Value variable has a positive influence on Impulse Buying. (2) Partially, the Shopping Lifestyle variable has a positive influence on Impulse Buying in Online Shops among Instagram Followers 'Hijabers Community. (3) Simultaneously, the independent variables Hedonic Shopping Value and Shopping Lifestyle have a significant effect on Impulse Buying. Based on the results of direct observations in the field, Shopping Lifestyle has an influence on consumers, giving rise to Impulse Buying in Online Shops among Instagram Followers 'Hijabers Community Bandung'.