PENGARUH HEDONIC MOTIVES TERHADAP SHOPPING LIFESTYLE DAN IMPULSE BUYING (Survei pada Konsumen Superindo Supermarket Yang Melakukan Impulse Buying)

Abstract

The purpose of this study is to knowing and explain the influence of Hedonic Motives on Shopping Lifestyle, the influence of Hedonic Motives on Impulse Buying, and the influence of Shopping Lifestyle on Impulse Buying. The research applies the explanatory type with quantitative approach. The sample that used for this research are 114 respondent from SuperIndo Supermarket Malang consumens which chosed by purposive sampling method. Methodes of data collection is done by distributing questionnaires. The result is analyzed by desctiptive analysis and path analysis. A validity and reliability test were first applied to the instrument. Data are analyzed using descriptive analysis and path analysis. The result of this research shows that hedonic motives has significant and positive influence on shopping lifestyle, hedonic motives has significant and positive influence on impulse buying, and shopping lifestyle has significant and positive on impulse buying.

Keyword : Hedonic Motives, Shopping Lifestyle, and Impulse Buying

ABSTRAK

Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh Hedonic Motives terhadap Shopping Lifestyle, pengaruh Hedonic Motives terhadap Impulse Buying dan pengaruh Shopping Lifestyle terhadap Impulse Buying. Penelitian ini menggunakan jenis penelitian explanatory research dengan pendekatan kuantitatif. Sampel yang digunakan berjumlah 114 orang responden yang merupakan konsumen SuperIndo Supermarket Malang dengan menggunakan purposive sampling. Metode pengumpulan data dilakukan dengan melakukan penyebaran kuesioner. Untuk pengujian instrumen menggunakan uji validitas dan uji reliabilitas. Hasil uji instrumen pada penelitian ini, menunjukkan bahwa keseluruhan instrumen valid dan reliabel. Analisis data menggunakan analisis deskriptif dan analisis jalur (path analysis). Hasil dari penelitian ini menunjukkan bahwa hedonic motives berpengaruh signifikan dan positif terhadap shopping lifestyle, hedonic motives berpengaruh signifikan dan positif terhadap impulse buying dan shopping lifestyle berpengaruh signifikan dan positif terhadap impulse buying.

Kata kunci: Hedonic Motives, Shopping Lifestyle, dan Impulse Buying