PENGARUH SHOPPING LIFESTYLE, FASHION INVOLVEMENT DAN DISCOUNT TERHADAP IMPULSE BUYING DI ZALORA PADA KONSUMEN GENERASI Z

Ho, Riky (2022) PENGARUH SHOPPING LIFESTYLE, FASHION INVOLVEMENT DAN DISCOUNT TERHADAP IMPULSE BUYING DI ZALORA PADA KONSUMEN GENERASI Z. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

The purpose of this study was to determine and test whether shopping lifestyle, fashion involvement and discount variables have an influence on impulse buying at Zalora for generation Z consumers. The population in this study was generation Z consumers. The sampling technique in this study used purposive sampling with the number of a sample of 100 respondents. In this study, the data collection technique used a questionnaire instrument. The data analysis technique used in this research is multiple linear regression analysis. The results obtained from this study are that the shopping lifestyle and discount variables have a positive and significant effect on impulse buying at Zalora for generation Z consumers. While the fashion involvement variable has no significant effect on impulse buying at Zalora on generation Z consumers. Suggestions for Zalora can create a discount program who are creative, provide a fashion trend and create a fashion model that is only sold specifically on Zalora. Keywords: Shopping Lifestyle, Fashion Involvement, Discount, Impulse Buying, Zalora and Generation Z

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: shopping lifestyle, fashion involvement, Discount, Impulse buying, Generasi Z
Subjects: H Social Sciences > HB Economic Theory
Divisions: Theses - S1 > Management Study Program
Depositing User: Riky Ho
Date Deposited: 23 Feb 2022 07:36
Last Modified: 25 Feb 2022 01:51
URI: http://eprints.ukmc.ac.id/id/eprint/7156

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