FEBRITASARI, NURUL (2020) PENGARUH HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSE BUYING PADA STARBUCKS COFFEE MERR SURABAYA. Other thesis, UPN Veteran Jawa Timur.
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Abstract
Lifestyle changes are very much influenced by globalization. One of them is hedonic behavior. Hedonic Shopping Motivation is the need for someone who spends free time having fun. This lifestyle activity is always looking for abundant pleasure. These needs are subjective, such as satisfaction, pleasure, prestige and emotions. This research aims to determine the effect of simultaneous and partial Hedonic Shopping Motivation on Impulse Buying at Starbucks Coffee Merr, Surabaya. The independent variables are all variables of the Hedonic Shopping Motivation, namely Adventure Shopping, Social Shopping, Gratification Shopping, Idea Shopping, Role Shopping and Value Shopping. While the Dependent Variable is Impulse Buying. This type of research is a quantitative with the sample method used is purposive sampling and the sampling technique is accidental sampling. The number of samples of this research were 100 respondents which are consumers who are enjoying Starbucks Coffee coffee. This research uses primary data through questionnaires and interacting with respondents. Data were analyzed using multiple linear regression analysis techniques. The hypothesis was tested using the F test and t test. The analysis shows that simultaneously (Test F) independent variable Adventure Shopping (X1), Social Shopping (X2), Gratification Shopping (X3), Idea Shopping (X4) Role Shopping (X5) and Value Shopping (X6) simultaneously together- has the same significant effect on the dependent variable Impulse Buying (Y) on Starbucks Coffee Merr. Meanwhile, partially (t test) variables that significantly influence are Idea Shopping and Role Shopping, while Adventure Shopping, Social Shopping, Gratification Shopping and Value Shopping have an influence but not partially significant on Impulse Buying at Starbucks Coffee Merr, Surabaya.
| Item Type: | Thesis (Other) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5415.5 Customer services | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Users 6 not found. | ||||||||
| Date Deposited: | 12 Nov 2020 04:14 | ||||||||
| Last Modified: | 12 Nov 2020 04:14 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/489 |
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