The Influence of Hedonic Shopping Value and Shopping Lifestyle on Impulse Buying of Miniso Products at Lombok Epicentrum Mall

Abstract

This study aims to determine the effect of Hedonic Shopping Value and Shopping Lifestyle on Impulse Buying in Miniso Lombok Epicentrum Mall products. The type of research conducted is quantitative descriptive which is causal associative. The population in this study is consumers who have purchased Miniso products at Lombok Epicentrum Mall. The number of samples taken was 100 people. The sampling technique used in this study was purposive sampling technique. Data was collected through an online survey and analyzed using multiple linear regression analysis through SPSS program version 25. The results of this study show that Hedonic Shopping Value and Shopping Lifestyle have a positive and significant influence on Impulse Buying in Miniso Lombok.