ANALISIS MOTIF BELANJA HEDONIS WANITA BERBUSANA HIJAB PRODUK ZOYA: THE ANALYSIS OF HEDONIC SHOPPING MOTIVATION OF ZOYA PRODUCTON HIJAB WOMEN

Johannes Johannes (Lecturer at postgraduate program , Unja)
Novita Ekasari (Lecturer at Management Department, Marketing Concentration, FEB Unja)
Eka Lestari (Alumni of Management Department, Marketing Concentration)

DIGEST MARKETING
Vol. 3 No. 1 (2018): Digest Marketing

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