HEDONIC SHOPPING MOTIVATION: IMPULSE BUYING IN SURABAYA CONSUMER

Fachrudy Asj’ari
I Made Bagus Dwiarta (Department of Management Faculty of Economics Universitas PGRI Adi Buana)
Sigit Prihanto Utomo
Hartono Hartono

International Journal of Economics, Business and Accounting Research (IJEBAR)
Vol 5, No 4 (2021): IJEBAR : Vol. 05, Issue 04, December 2021

This research intended to asses the hedonic shopping motivation to the royal plaza Surabaya consumer impulse buying which must be performed in connection with performance of the employee. This research was conducted at the royal plaza Surabaya which covered consumer as respondent. This research by utilizing Structural Equation Modeling (SEM), the technique was processed with AMOS program 6.0 to analyze some hypothesis. The intercorrelation models between these variables in this study revealed that hypothesis have significant correlation. The result of this research were empirical date of the development of the theoretical of marketing and practice management.