dc.contributor.author | PRIHATINI, RORO AGUNG | |
dc.date.accessioned | 2019-12-03T03:18:19Z | |
dc.date.available | 2019-12-03T03:18:19Z | |
dc.date.issued | 2019-01-31 | |
dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/30709 | |
dc.description | The changing dynamics in the field of fashion are always growing
rapidly, no exception to Muslim fashion. The wave of demand for
Muslim fashion has become a promising business so that more
and more days are increasing. The rapid development of the retail
business coupled with intense competition from each boutique
outlet, marketers can create strategies that can be used to win the
competition against similar retail businesses.
The main objective of this research is to find out the
relationship between Fashion Involvement towards Impulse
Buying, where Positive Emotion and Hedonic Consumption
Tendency are mediators focusing on Muslim fashion consumers
Al-Fath, Karita and Anisa owned by Margaria Group
Yogyakarta. The method of this research is a direct survey of the
relevant customer. Test reliability and validity were carried out.
The research respondents consisted of 150 consumers, the data
collected was analyzed by the AMOS SEM method.
The results showed that: 1) Fashion Involvement had no
significant effect on Positive Emotion; 2) Fashion Involvement
has a positive and significant effect on the Hedonic Consumption
Tendency; 3) Fashion Involvement has a positive and significant
effect on Impulse Buying; 4) Hedonic Consumption Tendency has
a positive and significant effect on Positive Emotion; 5) Positive
Emotion has a positive and significant effect on Impulse Buying;
6) Hedonic Consumption Tendency has a positive and significant
effect on Impulse Buying | en_US |
dc.description.abstract | The changing dynamics in the field of fashion are always growing
rapidly, no exception to Muslim fashion. The wave of demand for
Muslim fashion has become a promising business so that more
and more days are increasing. The rapid development of the retail
business coupled with intense competition from each boutique
outlet, marketers can create strategies that can be used to win the
competition against similar retail businesses.
The main objective of this research is to find out the
relationship between Fashion Involvement towards Impulse
Buying, where Positive Emotion and Hedonic Consumption
Tendency are mediators focusing on Muslim fashion consumers
Al-Fath, Karita and Anisa owned by Margaria Group
Yogyakarta. The method of this research is a direct survey of the
relevant customer. Test reliability and validity were carried out.
The research respondents consisted of 150 consumers, the data
collected was analyzed by the AMOS SEM method.
The results showed that: 1) Fashion Involvement had no
significant effect on Positive Emotion; 2) Fashion Involvement
has a positive and significant effect on the Hedonic Consumption
Tendency; 3) Fashion Involvement has a positive and significant
effect on Impulse Buying; 4) Hedonic Consumption Tendency has
a positive and significant effect on Positive Emotion; 5) Positive
Emotion has a positive and significant effect on Impulse Buying;
6) Hedonic Consumption Tendency has a positive and significant
effect on Impulse Buying | en_US |
dc.language.iso | other | en_US |
dc.publisher | MAGISTER MANAJEMEN PROGRAM PASCASARJANA UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
dc.subject | Fashion Involvement, Positive Emotion, Hedonic Consupmtion Tendency dan Impulse Buying | en_US |
dc.title | PERILAKU IMPULSE BUYING PRODUK BUSANA MUSLIM PADA PERUSAHAAN MARGARIA GROUP YOGYAKARTA | en_US |
dc.type | Thesis | en_US |