PERAN SHOPPING ENJOYMENT MEMEDIASI PENGARUH HEDONIC MOTIVATION TERHADAP IMPULSE BUYING

ABSTRAK Tujuan penelitian ini adalah untuk menjelaskan peran shopping enjoyment memediasi hedonic motivation terhadap impulse buying. Penelitian ini dilakukan pada konsumen Stradivarius Beachwalk. Ukuran sampel yang digunakan dalam penelitian ini adalah sebanyak 105 responden, dengan metode purposive sampling. Pengumpulan data dilakukan melalui kuesioner, wawancara, dan observasi. Teknik analisis yang digunakan adalah analisis jalur (path analysis). Berdasarkan hasil penelitian, ditemukan shopping enjoyment mampu memediasi secara parsial hedonic motivation terhadap impulse buying. Selanjutnya hedonic motivation berpengaruh positif dan signifikan terhadap impulse buying; hedonic motivation berpengaruh positif dan signifikan terhadap shopping enjoyment; shopping enjoyment berpengaruh positif dan signifikan terhadap impulse buying; serta shopping enjoyment berperan sebagai variabel mediasi antara hedonic motivation dan impulse buying. Berdasarkan temuan penelitian ini disarankan bahwa hedonic motivation dan shopping enjoyment yang baik sangat mempengaruhi impulse buying konsumen di Stradivarius Beachwalk. Kata kunci: hedonic motivation, shopping enjoyment, impulse buying ABSTRACT The purpose of this study is to explain the role of enjoyment shopping mediating hedonic motivation towards impulse buying. This research was conducted at consumers of Stradivarius Beachwalk. The measure of samples used in this study were 105 respondents, with a purposive sampling method. Data collection is done through questionnaires, interviews, and observations. The analysis technique used is path analysis. Based on the results, it was found that shopping enjoyment is able to mediate partially hedonic motivation towards impulse buying. Furthermore, hedonic motivation has a positive and significant effect on impulse buying; hedonic motivation has a positive and significant effect on shopping enjoyment; shopping enjoyment has a positive and significant effect on impulse buying; and shopping enjoyment acts as a mediating variable between hedonic motivation and impulse buying. Based on the findings of this study suggested that hedonic motivation and good shopping enjoyment greatly affect consumer impulse buying at Stradivarius Beachwalk. Keywords: hedonic motivation, shopping enjoyment, impulse buying