Pengaruh Hedonic Shopping Motivation terhadap Impulse Buying pada Distro Kizaru di Kota Bandung

Abstract

Abstract. The purpose of this research is to know how the response of respondents about the hedonic shopping motivation against impulse buying , how about the response of respondents impulse buying , and how much influence the hedonic shopping motivation against impulse buying .The kind of research carried out this spatially verifikatif by using 100 sample of respondents consumers of kizaru animanga in bandung, analysis of data used to test hypotheses is regression analysis .This research result showed that response on the hedonic shopping motivation in the category of sufficient , response on impulse buying in the category of good , and there is the influence of the hedonic worth shopping motivation 39,2% it means the hedonic shopping motivation significantly influential positive on impulse buying.

Abstrak. Tujuan penelitian ini adalah untuk mengetahui bagaimana tanggapan responden tentang hedonic shopping motivation terhadap impulse buying, bagaimana tanggapan responden tentang impulse buying, dan seberapa besar pengaruh hedonic shopping motivation terhadap impulse buying.Jenis penelitian yang dilaksanakan ini bersifat verifikatif dengan menggunakan 100 sample responden konsumen Kizaru animanga di Bandung.Analisi data yang digunakan untuk menguji hipotesis adalah analisis regresi.Hasil penelitian ini menunjukan bahwa tanggapan tentang hedonic shopping motivation dalam kategori cukup, tanggapan tentang impulse buying dalam kategori baik, dan terdapat pengaruh hedonic shopping motivation sebesar 39,2% artinya hedonic shopping motivation secara signifikan berpengaruh positif terhadap impulse buying.