Kosyu, DayangAsning (2014) Pengaruh Hedonic Shopping Motives Terhadap Shopping Lifestyle dan Impulse Buying (Survei pada Pelanggan Stradivaris Galaxy Mall Surabaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui: (1) Pengaruh hedonic shopping motives terhadap shopping lifestyle; (2) Pengaruh hedonic shopping motives terhadap impulse buying; dan (3) Pengaruh shopping lifestyle terhadap impulse buying. Jenis Penelitian yang digunakan adalah penelitian penjelasan (explanatory research). Sampel yang digunakan dalam penelitian ini sebanyak 116 orang responden yang merupakan pelanggan Stradivarius Galaxy Mall Surabya. Teknik pengambilan sampel menggunakan teknik accidental sampling. Metode pengumpulan data dengan kuesioner. Analisis data yaitu analisis deskriptif dan analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa bahwa: (1) terdapat pengaruh signifikan hedonic shopping motives (X) terhadap shopping lifesstyle (Y1) dengan koefisien jalur (β) sebesar 0,402 dan signifikansi sebesar 0,000 (p<0,05); (2) terdapat pengaruh hedonic shopping motives terhadap impulse buying (Y2) dengan koefisien jalur (β) sebesar 0,228 dan signifikansi sebesar 0,014 (p<0,05); (3) terdapat pengaruh shopping lifestyle terhadap impulse buying (Y3) dengan koefisien jalur (β) sebesar 0,311 dan signifikansi 0,001(p<0,05). Disarankan agar Stradivarius dapat memanfaatkan motivasi hedon yang dimiliki pelanggan agar kedepannya dengan gaya hidup berbelanja tersebut, Stradivarius dapat lebih meningkatkan penjualan melalui penawaran yang menarik, serta lebih berinovasi dalam hal menemukan peluang pasar yang akan dituju. Menarik perhatian pelanggan harus menjadi tujuan utama manajemen Stradivarius di dalam persaingan bisnis ritel di Indonesia khususnya.
English Abstract
This study is to determine: (1) effect of hedonic shopping motives on lifestlye shopping. (2) the influence of hedonic shopping motives with impulse buying and (3) effect of lifestyle shopping on impulse buying. Type of research is explanation research. The sample used in this research were 11 respondents who are customers in Stradivarius Galaxy Mall Surabaya. The sampling technique using accidental sampling technique. Methods of data collection by questionnaire. Data analysis using descriptive analysis and path analysis. The result showed that (1) There is significant effect of hedonic shopping motives (X) to shopping lifestyle (Y1) with a path coefficient (β) of 0.402 and significance of 0.000 (p<0.05) (2) There is hedonic shopping motives influence on impulse buying (Y2) with path coefficients (β) of 0.228 and significance of 0.014 (p<0.05) (3) There are significant lifestyle shopping on impulse buying (Y2) with path coefficients (β) of 0.311 and 0.001 significance (p <0.05). It is suggested that stradifvarius can use the hedon motivation from their customer, so with that shopping lifestyle Stradivarius can further increase sales through good offers, as more innovative in to find a market opportunities. Attract customer attention is main goal for the Stradivarius management for competition in retail business in Indonesia.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2014/435/051406585 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 02 Oct 2014 09:43 |
| Last Modified: | 22 Oct 2021 13:06 |
| URI: | http://repository.ub.ac.id/id/eprint/116544 |
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