PENGARUH MOTIVASI BELANJA HEDONIK TERHADAP PEMBELIAN IMPULSIF KONSUMEN MATAHARI SURABAYA

Abstract

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, Matahari Departement Store.