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ABSTRAK
Rini Indriani (66150137), Upaya Peningkatan Hedonic Shopping Motives Melalui Shopping Lifestyle Dan Impulse Buying Pada Ritel Modern Di Kota Bandung.
Perkembangan zaman yang diikuti dengan beragamnya kebutuhan masyarakat dan perubahan gaya hidup, mengakibatkan banyak terjadinya perubahan pola perilaku dalam hal berbelanja. Saat ini belanja tidak lagi dipandang hanya sebagai aktifitas untuk memenuhi kebutuhan sehari–hari, belanja saat ini sudah menjadi gaya hidup, dimana hedonic shopping motives adalah salah satu pemicunya. Semakin tinggi tingkat berbelanja seseorang yang dipicu oleh hedonic shopping motives akan mempengaruhi shopping lifestyle, dan memungkinkan seseorang untuk melakukan impulse buying. Penelitian ini bertujuan untuk menganalisa pengaruh hedonic shopping motives terhadap shopping lifestyle dan impulse buying. Metode yang digunakan dalam penelitian ini adalah metode penelitian kuantitatif dengan analisis statistika deskriptif, pengumpulan data diperoleh melaui penyebaran kuisioner dengan jumlah sampel yang digunakan sebanyak 100 responden. Serta didukung dengan melakukan wawancara, media internet melalui jurnal, buku, artikel yang terkait dengan penelitian, dan data yang diperoleh dari Dinas Perdagangan dan Perindustrian Kota Bandung. Hasil penelitian menunjukan adanya pengaruh yang signifikan antara hedonic shopping motives dengan shopping lifestyle dan impulse buying.
Kata Kunci: Hedonic Shopping Motives, Shopping Lifestyle, Impulse Buying.
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ABSTRACT
Rini Indriani (66150137), Hedonic Shopping Motives Increased Efforts Through Shopping Lifestyle And Impulse Buying At Modern Retail In Bandung City.
The development of the Times followed by the diverse needs of society and lifestyle changes, resulting in a lot of changes in behavior patterns in terms of shopping.
Currently shopping is no longer viewed only as an activity to meet the daily needs, shopping is now a lifestyle, where the hedonic shopping motives is one of the trigger.
The higher the buying rate of a person triggered by hedonic shopping motives affects the shopping lifestyle, and allows one to do impulse buying. This research aims to analyze the influence of hedonic shopping motives on shopping lifestyle and impulse buying. The methods used in this research are quantitative research methods with descriptive statistical analysis, data collection is obtained through the distribution of the questionnaire with the number of samples used by a total of 100 respondents. And supported by conducting interviews, internet media through journals, books, articles related to research, and data obtained from the Ministry of Commerce and Industry of Bandung. The results of the study showed significant influence between hedonic shopping motives with lifestyle shopping and impulse buying.
Keywords : Hedonic Shopping Motives, Shopping Lifestyle, Impulse Buying.
