Pengaruh Motivasi Belanja Hedonis dan Gaya Hidup Terhadap Pembelian Impulsif Pada Konsumen Miniso di Surabaya
Keywords:
hedonic shopping motivation, lifestyle, impulsive buyingAbstract
Technological developments in Indonesia are increasingly accelerating, as well as competition in the world of the retail industry. One retail company that is currently favored by young people to adults is Miniso. Until now, miniso has always been on the list of shops that young people visit when they go shopping at the mall. This study aims to analyze the effect of hedonic shopping motivation and lifestyle on impulsive purchases among Miniso consumers in Surabaya. The author uses two independent variables and one dependent variable and uses a quantitative method by distributing questionnaires involving 200 respondents whose characteristics have visited and purchased products from the Miniso store in Surabaya. However, only 150 respondents could be used in this study. The results of this study found a significant positive relationship between hedonic shopping motivation and impulsive purchases indicating that the higher the hedonic shopping motivation of consumers, the more likely they are to make impulsive purchases at Miniso. In addition, there is a significant positive relationship between lifestyle and impulsive purchases which indicates that a consumptive and impulsive lifestyle will affect the tendency of consumers to make impulsive purchases.
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