Pengaruh Motivasi Belanja Hedonik dan Utilitarian Terhadap Impulse Buying di Claws Coffee Bintaro
DOI:
https://doi.org/10.58174/4w0kct63Keywords:
Motivasi Belanja Hedonik; Utilitarian; Impulse BuyingAbstract
Tujuan Penelitian ini bertujuan untuk menganalisis pengaruh motivasi belanja hedonik dan utilitarian terhadap impulse buying pada konsumen Claws Coffee Bintaro. Pendekatan yang digunakan adalah kuantitatif dengan metode survei dan teknik purposive sampling, melibatkan 96 responden yang pernah melakukan pembelian di Claws Coffee. Instrumen penelitian menggunakan skala Likert lima poin, dan data dianalisis menggunakan teknik regresi linier sederhana dan berganda. Berdasarkan hasil uji t, motivasi hedonik berpengaruh positif dan signifikan terhadap impulse buying dengan nilai signifikansi 0,000 < 0,05, dan nilai t-hitung 4,097 > t-tabel 1.66123. Sementara itu, motivasi utilitarian juga berpengaruh positif dan signifikan terhadap impulse buying dengan nilai signifikansi 0,000 < 0,05 dan nilai t-hitung 4,366 > t-tabel 1.66123. Hasil uji f menunjukkan bahwa motivasi hedonik dan utilitarian secara simultan berpengaruh positif dan signifikan terhadap impulse buying, dengan nilai signifikansi 0,000 < 0,05 dan nilai F-hitung 72,090 > F-tabel 3,09. Penelitian ini memberikan implikasi bahwa Claws Coffee dapat meningkatkan impulse buying dengan memaksimalkan aspek emosional dan fungsional dari pengalaman konsumennya.
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