PENGARUH SHOPPING LIFESTYLE, USIA DAN GENDER TERHADAP IMPULSE BUYING PRODUK FASHION (SURVEY PADA KONSUMEN PRODUK FASHION DI MALANG TOWN SQUARE (MATOS))
ABSTRACT: The
purpose of this study was to examine the influence of shopping lifestyle, age and
gender on impulse buying fashion products partially. The population in this study
are all consumers who purchase fashion products at Malang Town Square (Matos),
located on Jl. Veterans no. 2 Malang. The sample in this study is that consumers
fashion products at Malang Town Square (Matos). The sampling method used was
purposive sampling method.The analytical tool used to determine the effect of
shopping lifestyle, age and gender on impulse buying fashion products at Malang
Town Square (Matos) is Factor Analysis and Regression with dummy variables.
Hypothesis testing is performed using the t test and the test of the coefficient
of determination.Results of Multiple Linear Regression with dummy variables
indicating that the shopping lifestyle and gender positive and significant effect
on impulse buying fashion products at Malang Town Square (Matos), while age
negatively affect impulse buying fashion products at Malang Town Square (Matos).
The results of the t test showed that the variables that have the greatest influence
is age.
Keywords:
Shopping Lifestyle, Age, Gender, Impulse Buying, multiple linear regression
Penulis: Frengki
Kriswardana Putra
