Pengaruh Shopping Lifestyle dan Hedonic Consumption terhadap Keputusan Pembelian dengan Mediasi Emosi Positif Produk Uniqlo di Jabodetabek

Abstract

Perubahan perilaku masyarakat tidak lepas dari perkembangan teknologi yang semakin mempermudah akses informasi melalui jejaring internet. Hal tersebut berdampak pada berubahnya gaya hidup masyarakat. Industri fashion memiliki daya tarik tersendiri dalam penyesuaian gaya hidup berbelanja di kalangan masyarakat yang berujung pada tindakan hedonis. Tak dapat dipungkiri perilaku hedonis kerap terjadi pada masyarakat di kota-kota besar, khususnya Jabodetabek. Penelitian ini bertujuan untuk menganalisis pengaruh shopping lifestyle dan hedonic consumption terhadap keputusan pembelian dengan emosi positif sebagai variabel mediasi. Metode penelitian dilakukan secara kuantitatif pada bulan Mei – Juni 2023 dengan data primer berupa kuesioner 150 melalui google formulir pada konsumen produk Uniqlo dengan kriteria tertentu (purposive sampling). Metode analisis yang digunakan adalah Structural Equation Modelling-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa shopping lifestyle berpengaruh signifikan dan positif terhadap keputusan pembelian dan emosi positif. Variabel hedonic consumption memiliki pengaruh signifikan dan positif terhadap emosi positif, namun tidak berpengaruh signifikan terhadap keputusan pembelian. Emosi positif tidak memiliki pengaruh signifikan terhadap keputusan pembelian.

Changes in people's behavior cannot be separated from technological developments that make it easier to access information through the internet. This has an impact on changing the lifestyle of the community. The fashion industry has its own charm in adjusting shopping lifestyles among the public which leads to hedonic actions. It is undeniable that hedonic behavior often occurs in people in big cities, especially Jabodetabek. The study aimed to analyze the effect of shopping lifestyle and hedonic consumption on purchasing decisions, with positive emotions as a mediating variable. The research method was conducted quantitatively in May - June 2023 using primary data in the form of a questionnaire distributed to 150 consumers of Uniqlo products through Google Forms with specific criteria (purposive sampling). The respondents were selected based on specific criteria using purposive sampling. The analytical method used Structural Equation Modeling-Partial Least Square (SEM-PLS). The results of the study showed that shopping lifestyle had a significant and positive effect on purchase decisions and positive emotions. The hedonic consumption variable had a significant and positive influence on positive emotions, but it did not have a significant effect on purchasing decisions. Positive emotions did not have a significant influence on purchasing decisions.