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PENGARUH HEDONIC SHOPPING MOTIVATIONS DAN STORE ATTRIBUTES TERHADAP SHOPPER LOYALTY

Journal from / 2014-12-04 19:55:10
Oleh : Siti Fatonah, STIE-AUB Surakarta (siti_f@stie-aub.ac.id)
Dibuat : 2014-12-04, dengan 1 file

Keyword : hedonic shopping motivations, store attributes, shopper layalty, age, gender, income
Url : http://digilib.stie-aub.ac.id

the aim of this study is to investigate the influence of the hedonic shopping motivations and store attributes on the shopper loyanty. Considering the results of previous studies, this study also investigates the role of consumers' demographic in moderating the process of shopper loyalty formation. Samples of 200 respondents who shopped in solo square were involved in the study. Structural equation Modelling was employed to analyze the research model. The results indicate that the store attributes does not only affect the shopper loyalty directly, but also influences indirectly through hedonic shopping motivations. Meanwhile, the role respondents' demographic varies in moderating the formation of shopper loyalty.

keyword : Hedonic shopping motivations, stores attributes, shopper loyalty, age, gender, income.

Deskripsi Alternatif :

the aim of this study is to investigate the influence of the hedonic shopping motivations and store attributes on the shopper loyanty. Considering the results of previous studies, this study also investigates the role of consumers' demographic in moderating the process of shopper loyalty formation. Samples of 200 respondents who shopped in solo square were involved in the study. Structural equation Modelling was employed to analyze the research model. The results indicate that the store attributes does not only affect the shopper loyalty directly, but also influences indirectly through hedonic shopping motivations. Meanwhile, the role respondents' demographic varies in moderating the formation of shopper loyalty.

keyword : Hedonic shopping motivations, stores attributes, shopper loyalty, age, gender, income.

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