Pengaruh Fashion Clothing Involvement Terhadap Recreational Shopper Identity dengan Gender Sebagai Variabel Moderasi: Studi pada Konsumen Pakuwon Mall Jogja

Abstrak

The shift in customer shopping behavior patterns detected and a number of studies indicate that customer shopping activities are not to fulfill the need for daily necessities, but rather towards fulfilling the need for recreation. Recreational shopper identity is a dimension of individual self-concept in which consumers define themselves in terms of shopping for recreation or leisure purposes. Recreational shopper identity can be influenced by various factors such as fashion clothing involvement. In addition, the influence of fashion clothing involvement on recreational shopper identity can be moderated by gender. The objectives to be achieved in this study are to examine the influence of fashion clothing involvement on recreational shopper identity among consumers of Pakuwon Mall Jogja, and to examine gender as a moderating variable in the influence of fashion clothing involvement on recreational shopper identity among consumers of Pakuwon Mall Jogja. The population in this study were consumers of Pakuwon Mall Jogja in Purworejo. Sampling used a purposive sampling technique with a sample of 150 respondents. Data collection used a questionnaire that has been tested for validity and reliability. Hypothesis testing used simple linear regression analysis and the Chow Test. Based on the results of the data analysis and discussion, it can be concluded that fashion clothing involvement has a positive effect on recreational shopper identity among consumers at Pakuwon Mall Jogja, and gender moderates the effect of fashion clothing involvement on recreational shopper identity among consumers at Pakuwon Mall Jogja.