IMPULSE BUYING : WHAT DO YOU FEEL ? The impact of the hedonic shopping motives, shopping lifestyle and positive emotion on purchasing impulsif : A Study on the matahari department store in the city of Surabaya Indonesia

Sukma Irdiana, Suhermin Suhermin


This study is to analyze the effects of Hedonic Shopping Motive and Shopping Lifestyle on Impulse Buying at Matahari department store in Surabaya by considering the Positive Emotion factor. The sample used in this research was 90 respondents by using accidental sampling method. The data used was primary data obtained by questionnaire. The analysis technique used was path analysis. Based on the analysis results, it can be seen that there are significant effects of Hedonic Shopping Motive on Impulse Buying, Hedonic Shopping Motive on Positive Emotion, Positive Emotion on Impulse Buying, Shopping Lifestyle on Impulse Buying and Shopping Lifestyle on Positive Emotion. The conclusion is that companies must be able to make attractive promotional programs and always update the decorations in every corner of their stores so that visitors can enjoy the unique and distinct features if they want to increase Hedonic value.

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