Pengaruh Shopping Lifestyle dan Fashion Involvement terhadap Perilaku Impulse Buying Pada Konsumen Rena Store Bojonegoro

Abstract

In today’s modern era, consumptive behavior has become a widespread phenomenon in society. Inddonesian consumers frequently engage in impulsive purchasing behavior while shopping. This is supported by a survey conducted by Populix in December2024, which revealed that majority of Indonesian consumers tend to make impulse purchases. Approximately 52% of respondents agreed that they sometimes purchase products beyond their original shopping plans. This study aims to determine whether shopping lifestyle and fashion involvement influence impulse buying behavior, both partially and simultaneously, among consumers at Rena Store Bojonegoro. This research employed a quantitative approach with an explanatory research design. A total of respondents were selected using the Lemeshow formula and random sampling technique. Data were collected through a Likert-scale questionnaire that had been tested for validity and reliability. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 22.0. The results indicate that shopping lifestyle and fashion involvement have a positive and significant effect on impulse buying behavior among consumers.

Keywords: Shopping lifestyle, fashion involvement, impulse buying