PENGARUH KETERLIBATAN FASHION DAN GAYA HIDUP BERBELANJA TERHADAP PEMBELIAN IMPULSIF PADA ONLINE MARKETPLACE MELALUI EMOSI POSITIF SEBAGAI VARIABEL INTERVENING PADA MAHASISWA UMRAH TANJUNGPINANG

Abstract

This study aims to determine the effect of the fashion involvement and shopping lifestyle on impulsive purchases in the online marketplace through positive emotions as an intervening variable in UMRAH Tanjungpinang students. The population in this study were all UMRAH students who were divided into 5 faculties, namely: FISIP (Fakultas Ilmu Sosial dan Ilmu Politik), FIKP (Fakultas Ilmu Kelautan dan Perikanan), FKIP (Fakultas Keguruan dan Ilmu Pendidikan), FE (Fakultas Ekonomi), and FT (Fakultas Teknik). Determination of the sample using purposive sampling with 100 people as a sample of the total population. The data collection technique in this study was using a questionnaire. The method of analysis in this study uses descriptive test, data quality test, classical assumption test, and path analysis. This study shows that: (1) Positive emotions cannot mediate fashion involvement on impulse buying, (2) Positive emotions cannot mediate shopping lifestyle on impulse buying, (3) Fashion involvement partially has a significant effect on positive emotions, (4) Shopping lifestyle partially has a significant effect on positive emotions, (5) Fashion involvement partially has a significant effect on impulsive buying, (6) Shopping lifestyle partially affects impulsive buying, and (7) Positive emotions partially have a significant effect on impulse buying.