PENGARUH MOTIVASI BELANJA HEDONIK, HARGA, DAN KUALITAS PRODUK TERHADAP IMPULSE BUYINGKONSUMEN HYPERMART

Abstract

This research aimed to find out the effect of hedonic shopping motivation, price, and product quality on impulse buying consument of Hypermart branch Lippo Plaza, Sidoarjo. The population were all consuments who have ever visited and bought a product in Hypermart branch Lippo Plaza, Sidoarjo.The reseach result concluded that hedonic shopping motivation had positive and significant effect on impulse buying because the higher hedonic shopping motivation as well as the higher chance of consument conducted an impulse buying. While, price had positive significant effect on impulse buying since the price decision in according with the quality and its benefit, could gave positive orientation to consuments so they did an impulse buying. In addition, product quality also had positive and significant effect on impulse buying as the more variation of product and good quality given, therefore the higher chance of impulse buying done by the consument.
Keywords : motivation, price, product quality, buying