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Abstract
Tujuan dari penelitian ini untuk menguji pengaruh motivasi belanja hedonis, gaya hidup belanja, keterlibatan fashion dan perilaku gila belanja terhadap keputusan pembelian impulsif di PT. Matahari Department Store Magelang. Teknik pengumpulan sampel yakni dengan teknik Purposive Sampling dengan total sampel sebesar 100 responden yaitu konsumen yang pernah melakukan pembelian secara spontan atau tidak direncanakan di PT. Matahari Departement Store dan berusia minimal 17 tahun. Alat analisis yang digunakan adalah regresi linier berganda dengan menggunakan program spss 22. Penelitian menghasilkan bahwa variabel motivasi belanja hedon, keterlibatan fashion dan perilaku gila belanja berpengaruh secara positif dan signifikan terhadap pembelian impulsif di PT. Matahari Department Store Magelang. Sedangkan, variabel gaya hidup belanja tidak berpengaruh terhadap pembelian impulsif di PT. Matahari Department Store Magelang. Variabel motivasi belanja hedonis, gaya hidup berbelanja, keterlibatan fashion, dan gila belanja berpengaruh signifikan secara simultan terhadap pembelian impulsif di PT. Matahari Department Store Magelang.
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