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PENGARUH MOTIVASI BELANJA HEDONIK TERHADAP PEMBELIAN IMPULSIF KONSUMEN MATAHARI DEPARTEMENT STORE CABANG DELTA PLAZA SURABAYA

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Customers do all their activities based on their desire in the form of
motivation. The important roles of motivation particularly in shopping behavior can
support the customers’ behavior to get what they desire and to achieve their goal
optimally when they are shopping. One of the motivations in human being is hedonic
motivation. Shopping has become a pleasure for some people; it has become one of
the drivers of hedonic shopping motivation. The fulfillment of hedonic shopping
aspect becomes very important for some practitioners of modern retail business,
particularly in the field of fashion. The hedonic aspect for the retailers have made the
hedonic shopping motivation has a correlation to certain shopping behavior which
has been done by the customer e.g. impulse buying.
The purpose of this research is to find out the influence of hedonic shopping
motivation variable which consists of adventure shopping, social shopping,
gratification shopping, idea shopping, role shopping, and value shopping to the
customer impulse buying on Matahari Department Store Delta Plaza branch
Surabaya. The population is all women customers who have ever visited and shopped
on Matahari Department Store Delta Plaza branch Surabaya. The data collection
technique has been carried out by issuing questionnaires to the respondents and 100
people have been selected as samples. The validity test, reliability test, model
feasibility test, classic assumption test, multiple linear regressions test, and
hypothesis significance test are used as the analysis technique.
The result of the research describes that the hedonic shopping motivation
which consists of adventure shopping, social shopping, gratification shopping, idea
shopping, role shopping, and value shopping have significant and positive influence
to the impulse buying which has been done by the customers of Matahari Department
Store Delta Plaza branch Surabaya.


Keywords: Hedonic Shopping Motivation, Impulse buying.

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Ketersediaan

1S150004

M15/004 Niz p c.1

Perpustakaan Pusat - Lantai 2

Tersedia namun tidak untuk dipinjamkan - Tandon/Tidak dipinjamkan

Informasi Detil

Judul Seri

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No. Panggil

M15/004 Niz p

Penerbit

New Delhi : ., 2015

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

M15/004

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subyek

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Info Detil Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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