SHOPPING LIFE STYLE MEMEDIASI HUBUNGAN HEDONIC DAN UTILITARIAN VALUE TERHADAP IMPULSE BUYING

Krido Eko Cahyono, Khuzaini Khuzaini, Hermono Widiarto

Sari

Shopping Life Style memediasi  hubungan Hedonic dan Utilitarian Value terhadap Impulse Buying

 

Krido Eko Cahyono

kridoeko@gmail.com

Khuzaini

Hermono Widiarto

Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya

 

 

ABSTRACT

 

Sidoarjo an area affected by national disasters such as mud, giving the image to the public that the disasters had a negative impact on the existence of a small industrial centers are located in Tanggulangin. The level of public purchases on product bags and suitcases showed a declining trend since the occurrence of the disaster. Aware of the result, efforts to provide stuimulus reappointed to the general public to shop in the Center Industrial Bags and Luggage in Tanggulangin, Sidoarjo. This study requires data and information from respondents are skin products consumers who shop at Sentra Leather Industry waas. The purpose of this research is to know Hedonic and Utilitarian direct effect on Impulse Buying, To know Hedonic indirect effect on Impulse Buying through a shopping lifestyle, To know Utilitarian indirect effect on Impulse Buying through lifestyle shopping. To test the effect of intervening variables used path analysis method (Path Analysis). Path analysis is an extension of the multiple linear regression analysis that serves to assess causal relationships between variables that have been previously defined. In this study, there are four variables that will be analyzed parameters are Hedonic, Utilitarian, Shopping Lifestyle Shopping on Impulse Buying with Lifestyle as an intervening variable.

Kata Kunci

hedonic value; utilitarian value; shopping lifestyle and impulse buying

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