THE INFLUENCE OF SHOPPING LIFESTYLE AND FASHION INVOLVEMENT ON IMPULSE BUYING BEHAVIOR OF CUSTOMERS AT THE CONVERSE LIVING WORLD PEKANBARU STORE

Abstrak

involvement on customer impulse buying behavior at the Converse Living World Pekanbaru

Store. This research uses a quantitative study using a survey method through questionnaires

distributed to consumers of the Converse Living World Pekanbaru Store with the criteria of

having previously used Converse products or purchased Converse products at the Converse

Living World Pekanbaru Store, with a total of 70 respondents. This research is explanatory in

nature, explaining the relationship between variables through hypothesis testing. Data analysis

was carried out based on a questionnaire that had been distributed in the form of themes and

categories that identified existing variables and phenomena. The research results can explain

that shopping lifestyle and fashion involvement influence customer impulse buying behavior at

the Converse Living World Pekanbaru Store