The Effect of Situational Factor on Hedonic Shopping Motivation and Impulsive Buying of College Students in Mall at Manado City

Abstract

The purpose of this research is to know and analyze the effect of situational factor on hedonic shopping motivation and impulsive buying of college students in Mall at Manado City. The method used in this research is explanatory survey method; with 205 consumers who shop in Mall at Manado City as a sample with convenience sampling technique; primary data with data collecting technique using questionnaire instrument with Likert scale and Structural Equation Modeling analysis technique with Lisrel 8.80 program. The result of this research shows that situational factor has positive and significant effect on hedonic shopping motivation; situational factor has positive and significant effect on impulsive buying; and hedonic shopping motivation has positive and significant effect on impulsive buying of college students in Mall at Manado City. Impulsive buying with the most dominant indicator is rush buying can be improved if Mall management in Manado City is able to increase hedonic shopping motivation with the most dominant indicator is adventure shopping, where hedonic shopping motivation can be improved if Mall management in Manado City is able to increase situational factor with the most dominant indicator is time availability.