Alfisyahrin, Dhuhan (2018) Pengaruh Hedonic Motives Terhadap Shopping Lifestyle Dan Impulse Buying (Survei Pada Konsumen Produk Fashion Matahari Department Store Malang Town Square). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menjelaskan : (1) Pengaruh hedonic motives terhadap shopping lifestyle; (2) Pengaruh hedonic motives terhadap impulse buying; (3) Pengaruh shopping lifestyle terhadap impulse buying. Jenis penelitian yang digunakan adalah penelitian penjelasan atau explanatory research dengan pendekatan kuantitatif. Variabel dalam penelitian ini meliputi hedonic motives, shopping lifestyle, dan impulse buying. Populasi penelitian ini adalah konsumen Matahari Department Store Malang Town Square. Sampel sebanyak 114 orang responden yang sedang melakukan pembelian tidak terencana yang diambil menggunakan teknik purposive sampling dan metode pengumpulan data menggunakan kuesioner. Analisis data yang digunakan adalah analisis data deskriptif dan analisis jalur (path analysis). Hasil analisis jalur (path analysis) menunjukkan bahwa: (1) Variabel hedonic motives berpengaruh signifikan terhadap variabel shopping lifestyle sebesar 0,659; (2) Variabel hedonic motives berpengaruh signifikan terhadap variabel impulse buying sebesar 0,353; (3) Variabel shopping lifestyle berpengaruh signifikan terhadap variabel impulse buying sebesar 0,450. Berdasarkan hasil penelitian ini, maka sebaiknya manajemen Matahari Department Store Malang Town Square dapat memanfaatkan motivasi belanja hedon yang dimiliki konsumen agar di masa yang akan datang perusahaan dapat meningkatkan penjualan. Pihak perusahaan disarankan dapat mempertahankan dan meningkatkan promosi penjualan yang sudah ada saat ini. Selanjutnya, perusahaan diharapkan dapat berinovasi agar dapat menarik perhatian konsumen sehingga mampu bersaing di bidang bisnis ritel di Indonesia.
English Abstract
This Study aims to determine and explain: (1) The effect of variable hedonic motives to shopping lifestyle; (2) The influence of variable hedonic motives to impulse buying; (3) The influence of variable shopping lifestyle to impulse buying. This type of research is explanatory research with a quantitative approach. Variable in this study included hedonic motives, shopping lifestyle, and impulse buying. The participants of this research are the consumer of Matahari Department Store Malang Town Square. The total sample is 114 respondents who are making unplanned purchase who take by purposive sampling and for collecting by using questionnaire. Data analysis was conducted by descriptive and path analysis. The result of path analysis showed that: (1) Hedonic motives has significantly influence on shopping lifestyle to 0,659; (2) Hedonic motives has significantly influence on impulse buying to 0,353; (3) Shopping lifestyle has significantly influence on impulse buying to 0,450. Based on the result, it shows that Matahari Department Store Malang Town Square management can use the hedon motivation from their consumer to increase their sales for the future. The company could maintain and increase sales promotion which has existed. Moreover, creating inovations can be realized to attract consumer attention and to make compete ability in Indonesian retail business.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/522/051807716 |
| Uncontrolled Keywords: | Hedonic Motives, Shopping Lifestyle, Impulse Buying, |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Nur Cholis |
| Date Deposited: | 01 Nov 2019 02:11 |
| Last Modified: | 28 Oct 2021 03:12 |
| URI: | http://repository.ub.ac.id/id/eprint/166150 |
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