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

Currently, consumers do shopping activities not only to fulfill their daily needs but also to become a lifestyle. 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. 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