PERAN KONSUMSI HEDONIS DAN EMOSI POSITIF BELANJA DALAM MENINGKATKAN PEMBELIAN IMPULSIF

Irfan Saputra, D.C Kuswardani, Endang Rusdianti

Abstract


The purpose of this study was to analyze the role of hedonic consumption and positive shopping emotions in increasing impulse buying. The population of this research is the consumers of H&M DP Mall Semarang. The sample used is 100 respondents. The sampling technique is purposive sampling. The type of data used is primary data. The data collection method is a questionnaire. The analysis technique used is a structural equation model (SEM) with Smart PLS data processing tools. The results of the data analysis will later explain the causal relationship between the variables being developed in this research model. The results of this study are 1.) Shopping lifestyle has an effect on hedonic consumption, 2.) Shopping lifestyle has no effect on positive shopping emotions, 3.) Sales promotion affects positive shopping emotions, 4.) Hedonic consumption affects impulse buying, 5.) Positive shopping emotion has an effect on impulse buying.

Tujuan penelitian ini untuk menganalisis peran konsumsi hedonis dan emosi positif belanja dalam meningkatkan pembelian impulsif. Populasi penelitian ini adalah konsumen H&M DP Mall Semarang. Sampel yang digunakan sebanyak 100 responden. Teknik pengambilan sampel adalah purposive sampling. Jenis data yang digunakan yaitu data primer. Metode pengumpulan datanya kuesioner. Teknik analisis yang digunakan adalah structural equation model (SEM) dengan alat pengolahan data Smart PLS. Hasil analisis data tersebut nantinya akan menjelaskan hubungan kausalitas antara variabel   yang sedang dikembangkan dalam model penelitian ini. Hasil dari penelitian ini adalah 1.) Gaya hidup berbelaja berpengaruh terhadap konsumsi hedonis, 2.) Gaya hidup berbelaja tidak berpengaruh terhadap emosi positif belanja, 3.) Sales promotion berpengaruh terhadap emosi positif belanja, 4.) Konsumsi hedonis berpengaruh terhadap pembelian impulsif, 5.) Emosi positif belanja berpengaruh terhadap pembelian impulsif.


Keywords


Positive shopping emotions; shopping lifestyle; hedonic consumtion; impulse buying; Sales Promotion

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DOI: http://dx.doi.org/10.26623/jreb.v14i2.4227

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Editor's Address :
Gedung O  Magister Management Program of Universitas Semarang.
Jl.Soekarno-Hatta, Tlogosari. Semarang, Jawa-Tengah,  Telp: 024-6702757; Fax: 024-6702272,  e_mail: jreb@usm.ac.id
 
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