Pengaruh Hedonic Shopping Motives Terhadap Shopping Lifestyle dan Impulse Buying (Survei pada Pelanggan Outlet Stradivarius di Galaxy Mall Surabaya)

Abstract

This study aims to examine the effect of hedonic shopping motives on shopping lifesytle and impulse buying on customer Stradivarius outlets in Galaxy Mall Surabaya. This location is appropriate as research site under consideration that this mall has upper midle market segment which is suitable as respondents in this research context. The exogenous variable in this study is hedonic shopping motives, the endogenous variables are shopping lifestyle and impulse buying. The type of this reasearch is explanatory research. A number of 116 respondents with an accidental sampling technique is used in this research. This research utilize questioner as the instrumen to collect the data. A validity and reliability test were first applied to the instrument,which indicates that all items in the questioner are valid and reliabel. Data are analyzed using descriptive analysis and path analysis. The results show that hedonic shopping motives influence significantly on shopping lifestyle with 16,1 % contribution, hedonic shopping motives influence significantly on impulse buying with 20.5% contribution, and shopping lifestyle is significantly influencing to impulse buying with 20.5% contribution.

Keywords : Hedonic Shopping Motives, Shopping Lifestyle, Impulse Buying

Abstrak

Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh hedonic shopping motives terhadap shopping lifestyle dan impulse buying pada pelanggan outlet Stradivarius di Galaxy Mall Surabaya. Pemilihan lokasi penelitian ini mempertimbangkan bahwa pelanggan yang biasa berbelanja di Stradivarius adalah pelanggan yang segmentasi pasarnya menengah ke atas. Adapun variabel eksogen dalam penelitian ini adalah hedonic shopping motives, sedangkan variabel endogennya adalah shopping lifestyle dan impulse buying. Jenis penelitian yang digunakan adalah explanatory research. Sampel sebanyak 116 orang responden dengan teknik pengambilan sampel menggunakan accidental sampling. Metode pengumpulan data menggunakan kuesioner. Untuk pengujian instrumen menggunakan uji validitas dan uji reliabilitas. Hasil uji instrumen, menunjukkan bahwa keseluruhan instrumen valid dan reliabel. Analisis data menggunakan analisis deskriptif dan path analysis. Hasil dari penelitian ini menunjukkan bahwa hedonic shopping motives berpengaruh signifikan terhadap shopping lifetyle dengan kontribusi sebesar 16,1%, hedonic shopping motives berpengaruh signifikan terhadap impulse buying dengan kontribusi sebesar 20,5%, dan shopping lifestyle berpengaruh signifikan terhadap  impulse buying dengan kontribusi sebesar 20,5%.

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