PENGARUH SHOPPING LIFESTYLE DAN FASHION INVOLVEMENT TERHADAP IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL INTERVENING (STUDI PADA KONSUMEN MATAHARI DEPARTEMENT STORE DI KOTA PONTIANAK DAN KUBU RAYA)

Abstract

ABSTRACT This study aims to examine and analyze the effect of Shopping Lifestyle and Fashion Involvement to Impulse Buying on consumers of Matahari Department Stores in Pontianak City and Kubu Raya with Positive Emotion as an Intervening Variable. The method used in this study is a quantitative method by distributing questionnaires online. The sample in this study was 150 consumers who had impulse buying at least twice at Matahari Department Store located in Pontianak City and Kubu Raya with the sampling technique that is purposive sampling. The research data was processed using the SmartPLS 4.0 analysis tool and the research method used the Structural Equation Modeling (SEM). The results of this study obtained that: (1) Shopping Lifestyle has significant effect on Positive Emotion Matahari Department Store consumers, (2) Fashion Involvement has significant effect on Positive Emotion Matahari Department Store consumers, (3) Positive Emotion has significant effect on Impulse Buying Matahari Department Store consumers, (4) Shopping Lifestyle has significant effect on Impulse Buying Matahari Department Store consumers, (5) Fashion Involvement has no significant effect on Impulse Buying Matahari Department Store consumers, (6) Positive Emotion is significantly mediate Shopping Lifestyle to Impulse Buying on Matahari Department Store consumers, (7) Positive Emotion is significantly mediate Fashion Involvement on Impulse Buying Matahari Department Store customers. Keywords: Shopping Lifestyle, Fashion Involvement, Impulse Buying, and Positive Emotion.