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Johannes Johannes
Lecturer at postgraduate program , Unja
Economics, Econometrics & Finance

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ANALISIS MOTIF BELANJA HEDONIS WANITA BERBUSANA HIJAB PRODUK ZOYA: THE ANALYSIS OF HEDONIC SHOPPING MOTIVATION OF ZOYA PRODUCTON HIJAB WOMEN Johannes Johannes; Novita Ekasari; Eka Lestari
DIGEST MARKETING Vol. 3 No. 1 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

This study aim is to explain and analyze hedonic shopping motiveswhere sample consisit of 120 units.Method of analysis used descriptive statistical analysis, where average and frequencies distribution used to describe data collected. Some dimensions of hedonic shopping examined are: the adventure shopping, gratification shopping, role shopping, value shopping, social shopping and idea shopping. The results showed that the higher score is social shopping where the highest related indicator is shoppingwith family. Hence it is recomended that marketer use motive social shopping as marketing tool especially to prepare servicecape where family could come together for shopping. Keyword :Hedonic, Motive, ZOYA
Co-Authors Eka Lestari Novita Ekasari