THE INFLUENCE OF HEDONIC SHOPPING MOTIVATION TO IMPULSE BUYING OF MALL’S CONSUMERS IN PADANG CITY
| Main Author: | Wanda, Patria |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | ind |
| Terbitan: |
, 2015
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| Subjects: | |
| Online Access: |
http://scholar.unand.ac.id/13988/1/201502171446th_full%20skripsi%20wanda%20patria.pdf http://scholar.unand.ac.id/13988/ |
Daftar Isi:
- This research investigates influence of hedonic shopping motivation on impulse buying behavior of mall's consumers in Padang City. The Data obtained through questionnaire. The samples were drawn from 150 peoples as mall's consumers in Padang City. The data analyzed bu using SMART PLS 2.0. In this research there are seven variable, those are independent variable which are adventure shopping, social shopping, rule shopping, value shopping have significant influence on impulse buying, and idea shopping and gratification shopping have not significant influence on impulse buying of mall's consumers in Padang City. Keywords: Hedonic Shopping motivation, Impulse Buying