HUBUNGAN ANTARA GAYA HIDUP HEDONISME DENGAN IMPULSIVE BUYING PADA PRIA METROSEKSUAL DI KOTA PALEMBANG
Daftar Isi:
- This study aims to determine the relationship between hedonism lifestyle and impulsive buying in metrosexual men in Palembang City. The hypothesis of this study is that there is a relationship between hedonism lifestyle and impulsive buying in metrosexual men in Palembang. The study population was men who were included in the criteria of metrosexual men in the city of Palembang. The research sample was 100 people and for the trial there were 50 people. Sampling is done using purposive sampling technique. This study uses two scales as a measure, namely the scale of hedonism lifestyle and impulsive buying scale that refers to aspects of lifestyle from Plummer (1974) and the characteristics of hedonism from Susianto (Kasali, 2003), then the impulsive buying characteristics of Rook ( 1987). Hypothesis testing is done using Pearson product moment correlation. From the test results obtained the results of the hypothesis that there is a relationship between lifestyle hedonism with impulsive buying R = 0.313, P = 0.002 (p <0.05). Thus the proposed hypothesis is accepted.