PENGARUH MOTIVASI BELANJA HEDONIS TERHADAP PEMBELIAN IMPULSIF MELALUI EMOSI POSITIF PELANGGAN VANS STORE SURABAYA

Abstract

The purpose of this researchis to find out the hedonic shopping motivation has direct influence on
impulse buying or it is mediated by positive emotions. The population is all Vans Store customers in
Surabaya. The sample collection technique has been done by using accidental sampling and 100
people have been selected as samples. The path analysis has been applied as the analysis technique.The
result of the test shows that the influence of hedonic shopping motivation and positive emotion seach of
them has significant influence to the impulsive buying. The influence of hedonic shopping motivation
to the positive emotion shows a significant influence. This condition can be concluded that the hedonic
shopping motivation can have direct influence impulse buying or indirect influence by passing
positive emotions as the intervening variable that influence of impulsive buying. This result indicates
that when someone conducts impulsive buying (the occurrence of sudden purchase process,
spontaneous, notplanned) can be influenced by hedonic shopping motivation (feel the atmosphere that
is motivated by psychological needs in shopping) and the influence will be more powerful when it is
added by positive emotions variable.

Keywords: Hedonic Shopping Motivation, Positive Emotion, and Impulsive Buying