Pengaruh Dimensi Hedonic Motives Shopping Terhadap Impulse Buying Pada Produk Fast Fashion
Ratna Listiana Dewanti, Nur Mahmudah
Universitas Teknologi Yogyakarta
Abstract
This study aims to examine the effect of adventure shopping, gratification shopping, idea shopping, shopping role and value shopping as component of hedonic shopping motives to impulse buying on fashion. The sampling method uses purposive sampling. Data analysis techniques used are multiple linear regression analysis test. The result of this research is partially adventure shopping, social shopping and idea shopping have significant effect, and gratification shopping, role shopping and value shopping have no significant effect on impulse buying.
Keywords: Hedonic Shopping Motives, Adventure Shopping, Gratification Shopping, Idea Shopping, Role Shopping, Value Shopping, Impulse Buying
Topic: Manajemen Pemasaran