International Journal of Research and Innovation in Social Science (IJRISS) | Volume IV, Issue XII, December 2020 | ISSN 2454–6186

Hedonic Shopping Value and Utilitarian Shopping Value on Impulsive Purchases at Tunjungan Plaza Surabaya

Endang Prihatiningsih, Soffia Pudji Estiasih
Universitas WR. Supratman Surabaya, Indonesia

Abstract: Currently, consumers do shopping activities not only to fulfill their daily needs but also to become a lifestyle. Where at first consumers shop for products that are useful to fulfill their desires (utilitarian value. But now consumer shopping activities are influenced by emotions such as pleasure and pleasure (hedonic value) which increase one’s prestige or image.Impulsive, which is an unplanned purchase, must be created to provoke emotional or consumer passion in purchasing a certain product or brand when visiting a shopping place such as Tunjungan Plaza. The number of outlets or stores that offer fashion products that are related to hedonic and utilitarian values with impulse buying is common in Tunjungan Plaza.The population in this study were all consumers in Tunjungan Plaza and the number of samples was 70 respondents whose determination was based on the opinion of Hair et al. (2010) with accidental sampling technique. The analysis technique uses multiple linear regression.While the results of the study show the hedonic value (X1) has a significant effect on impulsive purchases (Y) at Tunjungan Plaza Surabaya with a sig. count 0.000 <from 0.05 and utilitarian value (X2) has no significant effect on impulsive purchases at Tunjungan Plaza Surabaya with a sig. count value of 0.063> from 0.05. While simultaneously the hedonic value (X1) and utilitarian value (X2) simultaneously have a significant effect on Impulsive Purchases at Tunjungan Plaza Surabaya with sig. count <from 0.05 (Sig. 0.000 <α = 0.05).

Keywords: Hedonic Shopping Value, Utilitarian Shopping Value, and Impulsive Purchasing

BACKGROUND

The pattern of behavior of individuals today are often motivated by the desire to achieve a particular goal. Every time a customer buys something unplanned, and decided to switch from one activity to another to make the consumer to be pleased.
Event consumers shopping done today is not just to make ends meet but also has become a lifestyle. Where initially do rational consumers, the benefits associated with a given product (utilitarian value) to fulfill his wish. But this time spending activity is also influenced by the emotional values such as enjoyment and pleasure, or known as hedonic value (hedonic value). (Babindkk.,dalam Hanzaedan Rezaeyeh, 2013).
As a lifestyle or trend, shopping activity is considered to increase the prestige or image of a person as Indonesian consumers, when shopping is more oriented towards recreation