PERAN SHOPPING ENJOYMENT MEMEDIASI PENGARUH HEDONIC MOTIVATION TERHADAP IMPULSE BUYING
Abstract
Tujuan penelitian ini adalah untuk menjelaskan peran shopping enjoyment memediasi hedonic motivation terhadap impulse buying. Penelitian ini dilakukan pada konsumen Stradivarius Beachwalk. Ukuran sampel yang digunakan dalam penelitian ini adalah sebanyak 105 responden, dengan metode purposive sampling. Pengumpulan data dilakukan melalui kuesioner, wawancara, dan observasi. Teknik analisis yang digunakan adalah analisis jalur (path analysis). Berdasarkan hasil penelitian, ditemukan shopping enjoyment mampu memediasi secara parsial hedonic motivation terhadap impulse buying. Selanjutnya hedonic motivation berpengaruh positif dan signifikan terhadap impulse buying; hedonic motivation berpengaruh positif dan signifikan terhadap shopping enjoyment; shopping enjoyment berpengaruh positif dan signifikan terhadap impulse buying; serta shopping enjoyment berperan sebagai variabel mediasi antara hedonic motivation dan impulse buying. Berdasarkan temuan penelitian ini disarankan bahwa hedonic motivation dan shopping enjoyment yang baik sangat mempengaruhi impulse buying konsumen di Stradivarius Beachwalk.
Kata kunci: hedonic motivation, shopping enjoyment, impulse buying
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