PENGARUH FASHION INVOLVEMENT, SHOPPING LIFESTYLE DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSE BUYING PADA STORE BYFII MAGETAN

Rapid transformations in consumer lifestyles and purchasing preferences have
contributed to the growth of the fashion retail industry in Indonesia. This research investigates
how fashion involvement, shopping lifestyle, and hedonic shopping motivation influence impulse
buying behavior at Byfii Store Magetan. The study applies a quantitative research method
involving consumers who have previously shopped at the store. Due to the unknown population
size, a purposive sampling technique was utilized to select 160 respondents. Data collection was
conducted through questionnaires, while data analysis employed the Partial Least Squares (PLS)
method using SmartPLS 4. The results confirm that all three independent variables significantly
and positively contribute to impulse buying among consumers at Byfii Store Magetan.
Keywords: Fashion Involvement, Shopping Lifestyle, Hedonic Shopping Motivation, Impulse
Buying.