PENGARUH HEDONIC SHOPPING VALUE, SHOPPING LIFESTYLE DAN POSITIVE EMOTION TERHADAP IMPULSE BUYING PADA PLAZA ANDALAS PADANG
This study was intended to see how the influence of Hedonic Shopping Value, Shopping Lifestyle and Positive Emotion against Impulse Buying on visitor of Plaza Andalas Padang . The population of this study is the consumers have ever shopped at Plaza Andalas Padang with a sample of 150. The technique of sampling using purposive sampling . Results of this study, the variables Hedonic Shopping Value ( X1 ) , Shopping Lifestyle ( X2 ) , and Positive Emotion ( X3 ) significantly affects to the Impulse Buying ( Y ) with a significant level of 0.000 . The influence of Hedonic Shopping Value ( X1 ) , Shopping Lifestyle ( X2 ) , and Positive Emotion ( X3 ) against Impulse Buying ( Y ) was 0.663 ( R2 = 66.3 ) . Keywords :Hedonic Shopping Value, Shopping Lifestyle, Positive Emotion, Impulse Buying