<![CDATA[Intisari Penelitian ini bertujuan untuk membuktikan pengaruh antara antacedents dari self-gifting, yaitu hedonic shopping experience dan indulgence, serta motivasi dari self-gifting terhadap post-purchase regret pada konsumen di Surabaya. Jenis penelitian yang digunakan adalah penelitian kausal dengan pendekatan kuantitatif. Penelitian ini menggunakan pendekatan purposive sampling, dimana sampel berupa responden yang membeli produk sebagai hadiah untuk diri sendiri dalam 1 tahun terakhir ini dan menyesal setelah membeli produk tersebut. Responden dalam penelitian ini berjumlah 170 orang. Analisis dalam penelitian ini dengan menggunakan model SEM (Structural Equation Modeling) dan diolah menggunakan software SPSS versi 18.0 for Windows serta Amos versi 16.0 for Windows untuk pengujian Model Measurement dan Structural. Hasil penelitian ini menunjukkan bahwa hedonic shopping experience memiliki pengaruh positif dan signifikan terhadap indulgence, self-gifting reward, self-gifting hedonic, self-gifting therapeutic dan self-gifting celebratory. Indulgence berpengaruh positif dan signifikan terhadap self-gifting hedonic, selfgifting therapeutic dan self-gifting celebratory. Self-gifting celebratory juga berpengaruh positif dan signifikan terhadap post-purchase regret. Hasil penelitian juga menemukan tidak terdapat pengaruh antara indulgence dan self-gifting reward. Selain itu hedonic shopping experience, indulgence, self-gifting reward, self-gifting hedonic, dan self-gifting therapeutic berpengaruh tidak signifikan terhadap post-purchase regret. Kata kunci: Hedonic Shopping Experience, Indulgence, Self gifting Motivations dan Post-purchase Regret. ABSTRACT This study aims to prove the effect of the antecedents of self-gifting, that hedonic shopping experience and indulgence, as well as the motivation of selfgifting to post-purchase regret to consumers in Surabaya. This type of research is causal research with quantitative approach. This study using purposive sampling approach, in which a sample of respondents who bought a product as a gift for yourself within the last 1 year and regret after buying the product. Respondents in this study amounted to 170 people. The analysis in this study using a model of SEM (Structural Equation Modeling) and processed using SPSS software version 18.0 for Windows and Amos version 16.0 for Windows for testing Measurement and Structural Model. The results of this study indicate that hedonic shopping experience has a positive and significant impact on the indulgence, self-gifting reward, self-gifting hedonic, self-gifting therapeutic and self-gifting celebratory. Indulgence positive and significant impact on the hedonic self-gifting, self-gifting therapeutic and selfgifting celebratory. Self-gifting celebratory also positive and significant effect on the post-purchase regret. The results also found no effect between indulgence and self-gifting reward. In addition hedonic shopping experience, indulgence, selfgifting reward, self-gifting hedonic and self-gifting therapeutic effect is not significant to the post-purchase regret. Keywords: Hedonic Shopping Experience, Indulgence, Self gifting Motivations and Post-purchase Regret.]]>
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