PENGARUH MOTIF BELANJA HEDONIK TERHADAP GAYA HIDUP BERBELANJA DAN PEMBELIAN IMPULSIF
ILMI, ARGATSALIST HAIDAR BAHARIL
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This study aims to analyze the influence of Hedonic Shopping Motives, Shopping Lifestyle, and Impulse Buying at Outlet Pull & Bear Ambarrukmo Plaza Yogyakarta. Subjects in this study were consumers who had visited and made purchase transactions at Outlet Pull & Bear Ambarrukmo Plaza Yogyakarta. In this study a sample of 150 respondents selected by using purposive sampling method. The analysis tools used are Simple Linear Regression Analysis, t Test, Path Analysis, and Test Sobel. Based on the analysis that has been done to obtain the result that the Hedonic Shopping Motives have a positive and significant impact on Shopping Lifestyle, then Hedonic Shopping Motives has a positive and significant impact on Impulse Buying, then Shopping Lifestyle has a positive and significant impact on Impulse Buying, and Hedonic Shopping Motives have positive and significant impact on Impulse Buying indirectly through Shopping Lifestyle.