STUDI TENTANG PERILAKU IMPULSE BUYING DI CENTRO LIFESTYLE DEPARTMENT STORE YOGYAKARTA

Indah Novitasari, Dra. Yulia Arisnani, MBA.

2012 | Tesis | S2 Magister Manajemen

Penelitian ini bertujuan untuk meneliti pengaruh shopping lifestyle, fashion involvement, pre-decision stage dan post-decision stage terhadap impulse buying di Centro Lifestyle Department Store Yogyakarta dan untuk mengetahui variabel yang paling berpengaruh terhadap impulse buying. Sampel dalam penelitian ini sebanyak 100 orang, sampel diambil dengan kriteria bahwa responden berumur 18-55 tahun dan responden pernah melakukan pembelian tidak terencana sebanyak lebih dari dua kali di Centro Yogyakarta. Data dikumpulkan dengan menggunakan kuesioner yang terlebih dahulu diuji validitas dan rebilitasnya. Dari penelitian ini didapat kesimpulan bahwa pre-decision Stage dan post-decision Stage saja yang berpengaruh terhadap impulse buying.

The research aims to examine the influence of shopping lifestyle, fashion involvement, pre-decision stage and post-decision stage to the impulse buying in Centor Lifestyle Department Store Yogyakarta and to know the variables that most influence on impulse buying. Samples in this study is 100 respondetnts, with the criteria of respondents ages 18-55 years old and respondents who had done impulse buying much more than twice in Centro Yogyakarta. Data were collected using a questionnaire which first tested the validity and reliability. Conclusions obtained from this study that the pre-decision stage and post-decision stage course the effect on the impulse buying.

Kata Kunci : Impulse Buying, Shopping Lifestyle, Fashion Involvement, Predecision Stage dan Post-decision Stage