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PENGARUH HEDONIC SHOPPING TERHADAP PEMBELIAN IMPULSIF PADA RITEL MODERN (Studi Kasus pada Pelanggan Swalayan Gelael, Candi Semarang)

*Ahmad Areadi  -  , Indonesia
Wahyu Hidayat  -  , Indonesia

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Abstract
The ability to know the characteristics of the customer is key in planning a marketing strategy of a
company retail business Gelael Supermarket. This type of research is explanatory research. The
population of this research are all consumers / customers who shopped at Supermarket Gelael and
the sample of 99 people who are determined using the formula slovin. The sampling technique
used purposive sampling non-probality means that sample with a certain considerations.
Collecting data using the interview technique with the help of a questionnaire instrument with a
Likert scale of measurement. Data were analyzed using correlation test, test the coefficient of
determination, and regression testing, as well as the significance test with the help of a computer
program SPSS 20.0. Based on the research results, the variable hedonic shopping positive and
significant effect on the variable impulse purchases with t count> t-table (5.504> 1.9847). The
correlation figure of 0,488 that is medium value. The advice can be given in this study is a modern
retail company should further improve the quality and service that is able to create a sense of fun
for consumers because it is a Gelael Supermarkets ability in reading factors - factors that
contributed to the hedonic properties of the consumers themselves.
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Keywords: Retail, customer, hedonic shopping, impulsive buying

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