HEDONIC CONSUMPTION TENDENCY DAN IMPULSE BUYING PELANGGAN PRODUK FASHION DI MALL BALI GALERIA

Penelitian ini bertujuan untuk menjelaskan bagaimana pengaruh availability of money, availability of time dan fashion involvement terhadap hedonic consumption tendency dan impulse buying pelanggan produk fashion di Mall Bali Galeria. Pengumpulan data pada penelitian ini menggunakan kuisioner. Jumlah sampel sebanyak 125 responden dengan metode purposive sampling. Teknik analisis data yang digunakan adalah structural equation model (SEM). Hasil pengujian menunjukan bahwa availability of money, availability of time, dan fashion involvement berpengaruh signifikan dan positif terhadap hedonic consumption tendency dan impulse buying. Hedonic consumption tendency juga berpengaruh signifikan dan positif terhadap impulse buying. Berdasarkan hasil penelitian, Mall Bali Galeria diharapkan untuk menjadi tempat refrensi berbelanja produk fashion. Mall Bali Galeria juga diharapkan memberikan penawaran menarik terhadap produk fashion, dapat memberikan pelayanan yang baik dan kenyamanan ditempat belanja sehingga dapat menimbulkan ketertarikan pelanggan untuk berbelanja. Kata kunci: Availability of Money, Availability of Time, Fashion Involvement, Hedonic Consumption Tendency, Impulse Buying ABSTRACT This study aims to explain how the effect of availability of money, availability of time and fashion involvement of the hedonic consumption tendency and impulse buying customer fashion products in the Mall Bali Galeria. Collecting data in this study using a questionnaire. The total sample of 125 respondents by purposive sampling method. The data analysis technique used is structural equation modeling (SEM). The test results showed that the availability of money, availability of time and fashion involvement significant and positive impact on the hedonic consumption tendency and impulse buying. Hedonic consumption tendency is also significant and positive impact on impulse buying. Based on the research results, Mall Bali Galeria is expected to be a reference shop fashion products. Mall Bali Galeria is also expected to provide attractive offers for fashion products, can provide good service and the convenience of shopping in place so as to give rise to interest the customer to shop. Keywords: Availability of Money, Availability of Time, Fashion Involvement, Hedonic Consumption Tendency, Impulse Buying