The Influence of Shopping Lifestyle, Fashion Involvement on Impulse Buying Behavior with Brand Trust as an Intervening Variable

Abstract

Fashion has seamlessly integrated itself into the lifestyle of individuals. Manufacturers need to pay attention to consumer behavior because this behavior is often related to impulsive buying. This research aims to determine whether there is an influence of shopping lifestyle and fashion involvement on impulse buying behavior of H&M customers in Manado Town Square, either simultaneously or partially. This research is a case study research with a research method, namely a quantitative method. The data sources used in the research are primary data and secondary data. This research was conducted at H&M Manado Town Square. The research respondents were 100 people (sample determination using non-probability sampling techniques with purposive sampling method). Data was collected using a questionnaire and analyzed using validity tests, reliability tests and multiple linear regression using SPSS 27 for Windows. The results of this analysis conclude that 1) Shopping Lifestyle has a significant influence on Impulse Buying Behavior 2) Fashion Involvement has a significant influence on Impulse Buying Behavior 3) Brand Trust has a significant influence on Impulse Buying Behavior 4) Shopping Lifestyle and Fashion Involvement simultaneously have a significant influence on the Impulse Buying Behavior of H&M Manado Town Square customers.