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

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.