SHOPPING LIFESTYLE AS A MEDIATION VARIABLE IN THE EFFECT OF HEDONIC SHOPPING VALUE ON BUYING IMPULSE IN ONLINE SHOP

Development of information technology, especially the internet is rapid a major impact for all aspects, not least the development of business and marketing. Based of data the numbers of internet users at e-commerce, a potential market to enter the business. The purpose of the research was to investigate the intervening effect of shopping lifestyle on the relationship between hedonic shopping value and impulse buying at the online shop of Kerinci consumers. The research of sample was consumers impulse buying on the online shop which accounted for 90 consumers using convinience sampling method. Data was colected through questionnaire with likert’s scale which analysis using deskriptive qualitative and quantitative as test of validity and reliability, coefisien of determination, hypothesis testing and path analysis by processing the data using SPSS 19.0 for windows. The result of analysis found that hedonic shopping value positively and significantly influeced impulse buying and shopping lifestyle. Shopping lifestyle positively and significantly influeced impulse buying, but shopping lifestyle was not found as intervening variable between hedonic shopping value and impulse buying at the online shop of Kerinci consumers.