Pengaruh Ewom dan Shopping Lifestyle Terhadap Impulse Buying (Studi Pada Konsumen Mayoutfit Instagram Di Kota Bandung)

The Indonesian fashion industry is experiencing rapid growth along with the increasing consumption of urban lifestyle products and the influence of social media. Based on BPS data (2023), the creative economy sector grew by 4.9%, with the fashion subsector as the main contributor. One local brand that is capitalizing on this trend is Mayoutfit, which actively promotes itself through Instagram. This study aims to determine the influence of electronic word of mouth and shopping lifestyle on impulsive purchases of Mayoutfit consumers in Bandung City. The study used a descriptive and verification quantitative approach, with a purposive sampling technique of 100 Instagram user respondents. Data were collected through an online questionnaire and analyzed using multiple linear regression, correlation coefficients, T-tests, and F-tests with SPSS version 22. The results showed that both e-WOM and shopping lifestyle have a positive and significant effect on impulsive purchases, both partially and simultaneously. These findings indicate that social media and a consumptive lifestyle encourage spontaneous buying behavior without prior planning. Abstrak. Industri fashion Indonesia mengalami pertumbuhan pesat seiring meningkatnya konsumsi produk gaya hidup urban dan pengaruh media sosial. Berdasarkan data BPS (2023), sektor ekonomi kreatif tumbuh 4,9%, dengan subsektor fesyen sebagai kontributor utama. Salah satu merek lokal yang memanfaatkan tren ini adalah Mayoutfit, yang aktif berpromosi melalui Instagram. Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth dan shopping lifestyle terhadap pembelian impulsif konsumen Mayoutfit di Kota Bandung. Penelitian menggunakan pendekatan kuantitatif deskriptif dan verifikatif, dengan teknik purposive sampling terhadap 100 responden pengguna Instagram. Data dikumpulkan melalui kuesioner online dan dianalisis menggunakan regresi linier berganda, koefisien korelasi, uji T dan uji F dengan SPSS versi 22. Hasil penelitian menunjukkan bahwa baik e-WOM maupun gaya hidup belanja berpengaruh positif dan signifikan terhadap pembelian impulsif, baik secara parsial maupun simultan. Temuan ini menunjukkan bahwa media sosial dan gaya hidup konsumtif mendorong perilaku pembelian spontan tanpa perencanaan sebelumnya.