PENGARUH HEDONIC MOTIVES TERHADAP SHOPPING LIFESTYLE DAN IMPULSE BUYING (Survei pada Konsumen Hypermart Malang Town Square yang melakukan pembelian tidak terencana)

Abstract

This study aims to analyze and explain: (1) to know and explain the influence of Hedonic Motives on Shopping Lifestyle; (2) to know and explain the effect of Hedonic Motives on Impulse Buying; (3) to know and explain the effect of Shopping Lifestyle on Impulse Buying. This research uses explanatory research type with quantitative approach. Sampe used amounted to 113 respondents who are consumers who make impulsive purchases in Hypermart Malang Town Square. Data collection methods used in this study have questionnaires. Power analysis uses descriptive analysis and path analysis. The result of this research shows that: (1) Hedonic Motives variable has significant influence to the variable of Shopping Lifestyle, (2) Hedonic Motives variable has significant effect to Impulse Buying variable, (3) Shopping Lifestyle variable has significant effect to Impulse Buying. From the results of this study, Hypermart Malang Town Square can utilize behavior Hedonic Motives owned by consumers to increase sales of its products. Hypermart Malang Town Square should always uptodate with the latest product. In addition, Hypermart Malang Town Square is expected to always increase creativity in getting business opportunities to attract consumers to shop continuously in Hypermart Malang Town Square.

Keywords: Hedonic Motives variable, Shopping Lifestyle variable, Impulse Buying variable

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Penelitian ini bertujuan untuk menganalisis dan menjelaskan: (1) untuk mengetahui dan menjelaskan pengaruh Hedonic Motives terhadap Shopping Lifestyle; (2) untuk mengetahui dan menjelaskan pengaruh Hedonic Motives terhadap Impulse Buying; (3) untuk mengetahui dan menjelaskan pengaruh Shopping Lifestyle terhadap Impulse Buying. Penelitian ini menggunakan jenis penelitian explanatory research dengan pendekatan kuantitatif. Sampe yang digunakan berjumlah 113 responden yang merupakan konsumen yang melakukan  pembelian  impulsive  di  Hypermart  Malang Town  Square.  Metode pengumpulan  data  yang digunakan dalam penelitian ini ada angket. Analisis daya menggunakan analisis deskriptif dan analisis jalur. Hasil dari penelitian ini menunjukan bahwa: (1) variabel Hedonic Motives berpengaruh signifikan terhadap variabel Shopping Lifestyle, (2) variabel Hedonic Motives berpengaruh signifikan terhadap variabel Impulse Buying, (3) variabel Shopping Lifestyle berpengaruh signifikan terhadap Impulse Buying. Dari hasil penelitian ini, Hypermart Malang Town Square dapat memanfaatkan perilaku Hedonic Motives yang dimiliki konsumen untuk meningkatkan penjualan produk-produknya. Hypermart Malang Town Square sebaiknya selalu uptodate dengan produk terbaru. Selain itu, Hypermart Malang Town Square diharapkan selalu meningkatkan kreativitas dalam mendapatkan peluang bisnis untuk menarik konsumen agar berbelanja terus-menerus di Hypermart Malang Town Square.

Kata Kunci: variabel Hedonic Motives, variabel Shopping Lifestyle, variabel Impulse Buying