HUBUNGAN ANTARA HEDONIC SHOPPING VALUE, POSITIVE EMOTION, DAN PERILAKU IMPULSE BUYING PADA KONSUMEN RITEL

Abstract

retail must be able to know how the decision process of purchase from the customer is. The customer buying decision process especially the decision that has characteristic impulse buying can be based by Hedonic Shopping Value and Positive Emotion. This research taught more how the influence in between of variable in buying behavior model unplanned (impulse buying) to retail customer with format of Department Store is. Analysis technique that was used is Multiple Regression and Hierarchycal Regression. The sample that will be taken in this research less than 200 Respondents in Surabaya who ever visited Department Store in Surabaya. The variables that are used in this research for example like : Hedonic Value, Positive Emotion, Impulse Buying. On this research is for teaching whether Positive Emotion become Mediation Variable on the relationship in between of variable Hedonic Shopping Value with Impulse Buying. The result of research showed that from two of Hypothesis that was performed all proved the truth. For the next research can use the life style factor and the age of someone as control variable in certaining the impulse buying. Keywords : Hedonic Shopping Value, Positive Emotion, Impulse Buying, Dept. Store

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