Haryono, Angger (2020) Pengaruh Hedonic Shopping Motives Terhadap Impulse Buying (Studi Pada Konsumen Indomaret Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini memiliki tujuan untuk mengetahui pengaruh Hedonic Shopping Motives terhadap Impulse Buying pada perushaan Retail Indomaret di Kota Malang. Jenis penelitian ini adalah explanatory research yang menjelaskan atau membuktikan hubungan atau pengaruh antar variabel independen dan dependen. Penelitian ini menggunakan sampel sebanyak 250 responden dimana penyebaran kuesioner dilaksanakan di Kota Malang. Pengambilan sampel menggunakan metode non-probabilty sampling dengan teknik purposive sampling. Sampel terdiri dari responden yang berdomisili di Kota Malang atau menetap sementara di Kota Malang, berusia minimal 17 tahun, merupakan konsumen atau orang yang pernah berbelanja ke Indomaret di Kota Malang, dan pernah berbelanja produk secara tiba-tiba/spontan, Responden merupakan konsumen dari Indomaret yang pernah melihat iklan ataupun promo yang ada di Indomaret Kota Malang. Analisis data menggunakan Analisis Regresi Linier Berganda dengan menggunakan SPSS ver. 24. Hasil analisis yang didapat dalam penelitian ini adalah Gratification Shopping berpengaruh signifikan terhadap Impulse Buying, Idea Shopping berpengaruh signifikan terhadap Impulse Buying, Adventure Shopping berpengaruh signifikan terhadap Impulse Buying, Social Shopping berpengaruh signifikan terhadap Impulse Buying, Role Shopping berpengaruh signifikan terhadap Impulse Buying dan Value Shopping berpengaruh signifikan terhadap Impulse Buying.
English Abstract
The purpose of this study is to identify the influence of hedonic shopping motives on impulse buying in Indomaret, a retail company, in Malang. This explanatory research explains or proves the influence of the independent variable on the dependent variable or the relationship between them. Using non-probability sampling method with purposive sampling technique, 250 people who permanently or temporarily live in Malang, are at least seventeen years of age, are customers of Indomaret, or have made any purchase in any of its outlets, have made any spontaneous purchase, and have seen the retail company’s ads or promotion were selected as the respondents, to whom questionnaires were distributed. The results of the multiple linear regression analysis in SPSS ver. 24 indicate that gratification shopping significantly influences impulse buying, idea shopping significantly influences impulse buying, adventure shopping significantly influences impulse buying, social shopping significantly influences impulse buying, role shopping significantly influences impulse buying, and value shopping significantly influences impulse buying.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0520020040 |
| Uncontrolled Keywords: | Hedonic Shopping Motives, dan Impulse Buying., Hedonic Shopping Motives, 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 Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 08 Feb 2021 16:03 |
| Last Modified: | 19 Sep 2024 07:29 |
| URI: | http://repository.ub.ac.id/id/eprint/182732 |
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