Pengaruh hedonic shopping motivation terhadap impulse buying pada konsumen yang berbelanja di Tunjungan Plaza Surabaya

Wulandari, Robiatul (2018) Pengaruh hedonic shopping motivation terhadap impulse buying pada konsumen yang berbelanja di Tunjungan Plaza Surabaya. Other thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Tujuan penelitian ini adalah untuk menguji pengaruh hedonic shopping motivation yang terdiri dari:adventure shopping, gratification shopping, role shopping, value shopping, social shopping, idea shopping secara simultan dan parsial terhadap impulse buying pada konsemen yang berbelanja di Tunjungan Plaza Surabaya. Variabel bebas dalampenelitian ini adalah hedonic shopping motivation yang terdiri dari: adventure shopping, gratification shopping, role shopping, value shopping, social shopping, idea shopping. Sedangkan variabel terikat adalah impulse buying buying pada konsemen yang berbelanja di Tunjungan Plaza Surabaya. Dalam penelitian ini, penentuan sampel dilakukan dengan metode non probability sampling dengan prosedur purposive sampling. Sampel yang digunakan sebanyak 96 orang. Sebelum dilakukan uji hipotesis dilakukan uji reliabilitas dan validitas. Hasilnya adalah semua variabel valid dan reliabel, hasil uji F menunjukan F hitung > F tabel dengan signifikansi 0,000. Dengan demikian hipotesis yang pertama menyatakan“hidonic shopping motivation yang terdiri dari:adventure shopping, gratification shopping, role shopping, value shopping, social shopping, idea shopping secara simultan berpengaruh signifikan terhadap impulse buying buying pada konsemen yang berbelanja di Tunjungan Plaza Surabaya” dapat didukung kebenarannya.Hasil uji t menunjukkan masing-masing variabel dengan signifikansi lebih kecil dari 0,05. Dengan demikian hipotesis yang kedua yang menyatakan “hidonic shopping motivation yang terdiri dari:adventure shopping, gratification shopping, role shopping, value shopping, social shopping, idea shoppingsecara parsial berpengaruh signifikan terhadap impulse buying buying pada konsemen yang berbelanja di Tunjungan Plaza Surabaya” dapat didukung kebenarannya. Kata Kunci:hidonic shopping motivationyang terdiri dari: adventure shopping, gratification shopping, role shopping, value shopping, social shopping, idea shoppingdan impulse buying. ABSTRACTION The purpose of this study is to examine the influence of hidonic shopping motivation consisting of: adventure shopping, gratification shopping, shopping role, value shopping, social shopping, idea shopping simultaneously and partially to impulse buying on consumers who stop at Tunjungan Plaza Surabaya. The independent variable in this research is hidonic shopping motivation consisting of: adventure shopping, gratification shopping, shopping role, value shopping, social shopping, idea shopping. While the dependent variabl is impulse buying on consumers who stop at Tunjungan Plaza Surabaya). In this research, the determination of th sample is done by non probability sampling method with purposive sampling procedure. The sample used is 96 people. Prior to hypothesis testing conducted reliability and validity test. The result is all valid and reliable variables, F test results show F count> Ftable with significance 0.000. Thus the first hypothesis states "hidonic shopping motivation consisting of: adventure shopping, gratification shopping, shopping role, value shopping, social shopping, idea shopping simultaneously have a significant effect on impulse buying on consumers who stop at Tunjungan Plaza Surabaya "Can be supported truth. Result of t test show each variable with significance less than 0,05. Thus the second hypothesis that states "hidonic shopping motivation consisting of: adventure shopping, gratification shopping, shopping role, value shopping, social shopping, idea shopping partially significant effect to impulse buying on consumers who stop at Tunjungan Plaza Surabaya "Can be substantiated. Keywords :hidonic shopping motivation consisting of: adventure shopping, gratification shopping, shopping role, value shopping, social shopping, idea shopping and impulse buying.

Item Type: Thesis (Other)
Uncontrolled Keywords: Kata Kunci:hidonic shopping motivationyang terdiri dari: adventure shopping, gratification shopping, role shopping, value shopping, social shopping, idea shoppingdan impulse buying. Keywords :hidonic shopping motivation consisting of: adventure shopping, gratification shopping, shopping role, value shopping, social shopping, idea shopping and impulse buying.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic and Business > Management Study Program
Depositing User: Robiatul Wulandari
Date Deposited: 02 Oct 2018 06:52
Last Modified: 02 Oct 2018 06:52
URI: http://erepository.uwks.ac.id/id/eprint/2344

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