ANALISIS MOTIF BELANJA HEDONIS WANITA BERBUSANA HIJAB PRODUK ZOYA

THE ANALYSIS OF HEDONIC SHOPPING MOTIVATION OF ZOYA PRODUCTON HIJAB WOMEN

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