PENGARUH EVENT MARKETING LALA MARKET TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF MELALUI FASHION INVOLVEMENT PADA PENGUNJUNG TAHUN 2025

Nadya Ramadhani, . (2026) PENGARUH EVENT MARKETING LALA MARKET TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF MELALUI FASHION INVOLVEMENT PADA PENGUNJUNG TAHUN 2025. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

In Indonesia, the rapid development of the event industry, particularly in the fashion sector, has encouraged businesses to adopt event marketing as an effective promotional strategy, including in local fashion bazaars such as Lala Market. However, increasing competition has also led to the emergence of impulsive purchasing behavior, which is influenced not only by the attractiveness of the event itself but also by the level of consumer involvement in fashion. Therefore, this study aims to examine the influence of Event Marketing on Impulsive Purchasing Decisions, with Fashion Involvement acting as a mediating variable at the Lala Market event. This research applies a quantitative explanatory approach. Respondents were selected using a purposive sampling technique, and data were collected through questionnaires distributed to 145 individuals who attended the Lala Market 2025 event. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with SmartPLS software. The results indicate that Event Marketing has a significant direct effect on both Fashion Involvement and Impulsive Purchasing Decisions. Furthermore, Fashion Involvement significantly influences Impulsive Purchasing Decisions and mediates the relationship between Event Marketing and impulsive buying behavior effectively.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210411097] [Pembimbing: Anindita Lintangdesi Afriani] [Penguji 1: Rini Riyantini] [Penguji 2: Zayyin Abdul Quddus]
Uncontrolled Keywords: Event Marketing, Experiential Marketing Theory, Fashion Involvement, Impulsive Buying Decisions
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: NADYA RAMADHANI
Date Deposited: 31 Aug 2026 07:09
Last Modified: 31 Aug 2026 07:09
URI: http://repository.upnvj.ac.id/id/eprint/53797

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