| dc.contributor.author | PERDANA, ANGGA FAADHILA | |
| dc.date.accessioned | 2020-02-17T02:32:58Z | |
| dc.date.available | 2020-02-17T02:32:58Z | |
| dc.date.issued | 2019-12-13 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/31740 | |
| dc.description | This research aims to analyze the effect of fashion involvement, positive emotions, hedonic consumption tendency to impulsive buying behavior on social media Instagram. The subjects in this study were all students in Yogyakarta who had made a minimum purchase of 2 times on social media Instagram.
This research was conducted with a total sample of 169 respondents determind by sampling techniques using non-probabilty sampling techniques with purposive sampling method and distributing questionnaires to respondents by faceto-face and also using Google Forms. The analytical tool used is Structural Equation Method (SEM) with the AMOS 22 application program.
Based on the analysis results obtained that fashion involvement had a positive and significant effect on hedonic consumption tendency, but fashion involvement and hedonic consumption tendency did not significantly effect positive emotions, as did the fashion involvement and positive emotions variables that did not significantly influence to impulsive buying. This is inversely propotional to the hedonic consumption tendency variable which has a positive and significant effect on impulsive buying. | en_US |
| dc.description.abstract | Penelitian ini bertujuan untuk menganalisis pengaruh keterlibatan fashion, emosi positif dan kecenderungan konsumsi hedonik terhadap pembelian impulsif pada media sosial Instagram. Subjek penelitian ini adalah seluruh mahasiswa aktif di Yogyakarta yang telah melakukan pembelian minimal 2 kali pada media sosial Instagram.
Penelitian ini dilakukan dengan jumlah sampel sebanyak 169 responden yang ditentukan dengan Teknik pengambilan sampel menggunakan Teknik non probability sampling dengan metode purposive sampling dan menyebarkan kuesioner kepada responden secara tatap muka dan menggunakan Google Forms. Alat analisis yang digunakan adalah Structural Equation Modeling (SEM) dengan program aplikasi AMOS 22.
Berdasarkan hasil analisis diperoleh bahwa keterlibatan fashion berpengaruh positif dan signifikan terhadap kecenderungan konsumsi hedonik, namun keterlibatan fashion dan kecenderungan konsumsi hedonik tidak berpengaruh signifikan terhadap emosi positif, sama halnya dengan variabel keterlibatan fashion dan emosi positif yang tidak berpengaruh secara signifikan terhadap pembelian impulsif. Hal ini berbanding terbalik dengan variabel kecenderungan konsumsi hedonik yang berpengaruh positif dan signifikan terhadap pembelian impulsif. | en_US |
| dc.publisher | FE UMY | en_US |
| dc.subject | FASHION INVOLVEMENT | en_US |
| dc.subject | KETERLIBATAN FASHION | en_US |
| dc.subject | POSITIVE EMOTIONS | en_US |
| dc.subject | EMOSI POSITIF | en_US |
| dc.subject | HEDONIC CONSUMPTION TENDENCY | en_US |
| dc.subject | KECENDERUNGAN KONSUMSI HEDONIK | en_US |
| dc.subject | IMPULSIVE BUYING | en_US |
| dc.subject | PEMBELIAN IMPULSIF | en_US |
| dc.title | PENGARUH KETERLIBATAN FASHION, EMOSI POSITIF DAN KECENDERUNGAN KONSUMSI HEDONIK TERHADAP PEMBELIAN IMPULSIF (Studi Pada Produk Fashion Online Shop Instagram) | en_US |
| dc.type | Thesis SKR FEB 741 | en_US |
