ANALISIS MOTIVASI BELANJA HEDONIK DAN UTILITARIAN PADA PROFIL KONSUMEN DALAM KOTA
DOI:
https://doi.org/10.32493/jpkpk.v1i2.857Abstract
ABSTRAK
Pertumbuhan pasar ritel yang semakin berkembang dipengaruhi oleh perkembangan demografi (usia, gender, pendapatan, dll), bidang sosial budaya, bidang teknologi (globalisasi), dan gaya hidup. Jumlah penduduk yang terus bertambah menyebabkan persaingan bisnis bidang shopping center ini semakin ketat. Konsumen memiliki beberapa motivasi dalam berbelanja, yaitu yang terdiri dari motivasi belanja hedonik dan Utilitarian. Motivasi Hedonik terdiri dari Adventure Shopping, Gratification Shopping, Role Shopping, Value Shopping, Social Shopping, dan Idea Shopping. Motivasi Utilitarian terdiri dari Achievement dan Effeciency. Metode dalam penelitian ini menggunakan analisis Frequency untuk mengetahui gambaran karakteristik responden dan metode Independent Sample T-test digunakan untuk mengetahui perbedaan jenis kelamin (wanita dan pria) terhadap motivasi belanja hedonik dan utilitarian. Sampel yang digunakan adalah 150 responden. Lokasi penyebaran kuesioner yaitu di pusat perbelanjaan Moro Purwokerto. Hasil penelitian memperoleh kesimpulan pertama yaitu tidak terdapat perbedaan yang signifikan jenis kelamin (wanita dan pria) terhadap motivasi belanja hedonik dan utilitarian. Kesimpulan kedua dinyatakan tidak ada perbedaan yang signifikan status domisili baik konsumen dalam kota maupun konsumen luar kota terhadap motivasi belanja hedonik dan utilitarian.
Kata kunci : motivasi belanja hedonik dan utilitarian, konsumen dalam kota, konsumen luar kota.
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