PENGARUH FASHION INVOLVEMENT, HEDONIC SHOPPING MOTIVATION, POSITIVE EMOTION, DAN MONEY AVAILABILITY TERHADAP IMPULSE BUYING (Studi Pada Konsumen Cherry Stores)

This research aims to find out the influence of Fashion Involvement, Hedonic Shopping Motivation, Positive Emotion, and Money Availability on Impulse Buying (Study of Cherry Stores Consumers). The problem raised in this research is the analysis of the influence of Fashion Involvement, Hedonic Shopping Motivation, Positive Emotion, and Money Availability on Impulse Buying (Study of Cherry Stores Consumers), with the aim of finding out how big the influence is partially or simultaneously. The sample data taken in this research were Cherry Stores consumers aged at least 17 years who had made unplanned purchases (impulse buying) at Cherry Stores with a total of 100 respondents. This research uses questionnaires as a data collection tool. Data analysis used in this research used multiple linear regression analysis and the results were analyzed using the SPSS 25 for Windows program. The results of the first hypothesis are that Fashion Involvement partially has a significant influence on Impulse Buying. The results of the second hypothesis are that Hedonic Shopping Motivation partially has a significant influence on Impulse Buying. The results of the third hypothesis are that Positive Emotion partially has a significant influence on Impulse Buying. The results of the fourth hypothesis are that Money Availability partially has a significant influence on Impulse Buying. The results of the fifth hypothesis are that Fashion Involvement, Hedonic Shopping Motivation, Positive Emotion, and Money Availability simultaneously have a significant influence on Impulse Buying.

Keywords : Cherry Stores, Fashion Involvement, Hedonic Shopping Motivation, Positive Emotion, Money Availability, Impulse Buying.