PENGARUH KONSUMSI HEDONIK DAN EMOSI POSITIF TERHADAP PEMBELIAN IMPULSIF PRODUK FASHION

ZATIL KHAIRI, . (2020) PENGARUH KONSUMSI HEDONIK DAN EMOSI POSITIF TERHADAP PEMBELIAN IMPULSIF PRODUK FASHION. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Abstrak, Pengaruh konsumsi hedonik dan emosi positif terhadap pembelian impulsif produk fashion, Skripsi, Jakarta, Program Studi Pendidikan Tata Busana Fakultas Teknik Universitas Negeri Jakarta 2020, Dosen Pembimbing : Dra. Harsuyanti RI, M.Hum dan Esty Nurbaity Arrsy, S.Pd, M.Km Fenomena pembelian impulsif pada fashion di Indonesia memang sangat marak dengan psikologis konsumennya yang mudah terpengaruh. Kemudian, ada beberapa faktor yang mempengaruhi pembelian impulsif. Oleh karena itu, penelitian ini bertujuan untuk mengetahui pengaruh konsumsi hedonik dan emosi positif terhadap pembelian impulsif produk fashion di Jakarta. Populasi dalam penelitian ini adalah semua konsumen wanita yang berbelanja produk fashion di Jakarta. Sampel penelitian ini berjumlah 119 orang. Pengambilan sampel menggunakan sampling insidental. Instrumen pengumpulan data menggunakan kuesioner dengan skala Rating Scale yang masing-masing sudah diuji coba dan telah memenuhi syarat validitas dan reliabilitas. Metode penelitian yang digunakan adalah metode deskriptif dengan pendekatan kuantitatif. Pengujian hipotesis menggunakan analisis uji chi square dan regresi logistik. Hasil penelitian menunjukan adanya pengaruh positif antara konsumsi hedonik terhadap pembelian impulsif dan emosi positif terhadap pembelian impulsif dikarenakan nilai sig.chi square lebih besar dari nilai alpha. Hasil konsumsi hedonik serta emosi positif terhadap pembelian impulsif secara bersama sama menunjukan adanya pengaruh positif dikarenakan nilai sig. Regresi logistik lebih besar dari nilai alpha. Tetapi, konsumsi hedoniklah yang lebih mempengaruhi disebabkan nilai sig. Regresi logistik konsumsi hedonik lebih besar dari nilai sig. Regresi logistik emosi positif. Kata kunci : pembelian impulsif, konsumsi hedonik, emosi positif, produk fashion Abstract, The impact of hedonic consumption and positive emotions on impulsive buying of fashion products, Minithesis, Jakarta, Study Program of Vokasional Fashion Design Education at the Faculty of Engineering Jakarta State University 2020, Advisor: Dra. Harsuyanti RI, M.Hum and Esty Nurbaity Arrsy, S.Pd, M.Km The phenomenon of impulsive buying on fashion in Indonesia is indeed very rife with the psychological of consumers who are easily influenced. Then, there are several factors that influence impulsive buying. Therefore, this study aims to determine the effect of hedonic consumption and positive emotions on impulsive purchases of fashion products in Jakarta. The population in this study are all female consumers who shop for fashion products in Jakarta. The sample of this research is 119 people. Sampling uses incidental sampling. Data collection instruments using a questionnaire with a Rating Scale, each of which has been tested and has met the validity and reliability requirements. The research method used is a descriptive method with a quantitative approach. Hypothesis testing uses chi square test analysis and logistic regression. The results showed a positive effect between hedonic consumption on impulsive purchases and positive emotions on impulsive purchases because the sig.chi square value is greater than the alpha value. The results of hedonic consumption as well as positive emotions towards impulsive buying together show a positive influence due to the sig value. Logistic regression is greater than alpha. However, it is hedonic consumption which is more influential due to the value of sig. The logistic regression of hedonic consumption is greater than the value of sig. Logistic regression of positive emotions. Keywords: impulsive buying, hedonic consumption, positive emotions, fashion products

Item Type:	Thesis (Sarjana)
Additional Information:	Dra. Harsuyanti RI, M.Hum Esty Nurbaity Arrsy, S.Pd, M.Km
Subjects:	Desain Kostum, Tata Busana > Tata Busana
Divisions:	FT > S1 Pendidikan Tata Busana
Depositing User:	Users 1115 not found.
Date Deposited:	07 Apr 2020 19:19
Last Modified:	17 May 2022 06:42
URI:	http://repository.unj.ac.id/id/eprint/4377

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