Hedonic Shopping Motive As A Routinization Habit On The Consumer Purchase Decisions At Starbucks Coffee
- https://doi.org/10.2991/isclo-15.2016.1How to use a DOI?
- hedonic shopping motive, consumers purchase decisions
The growth of the middle class who have various lifestyles, one of them is consuming coffee in modern coffee shops. Coffee consumption in Indonesia since 2010 - 2014 had increased.The steady increase of the Indonesian people' s purchasing power has made Starbucks wants to keep increasing the numbers of their new outlets in Indonesia because it is a large market for Starbucks. This study aims to determine the effects of hedonic shopping motive on the consumers purchase decisions at Starbucks Coffee Trans Studio Mall Bandung. The Method of data collection is done by distributing questionnaires to 100 respondents who have made purchases at Starbucks Coffee Trans Studio Mall Bandung. The Sampling technique of this research is purposive sampling and the data analysis method used is multiple linear regression analysis. T test results show that Adventure shopping, gratification shopping, role shopping and value shopping influence the consumer purchase decisions at Starbucks Coffee Trans Studio Mall Bandung. Meanwhile, social shopping and idea shopping do not significantly influence the purchase decisions of consumers at Starbucks Coffee Trans Studio Mall Bandung. Based on the results of the research, there are several things to be considered by Starbucks, among others, Starbucks should add the existing products information knowledge, pay a good attention to the atmosphere of the coffee shop, Starbucks also needs to add promos and give discounts in order to stimulate and attract the value shoppers to shop at Starbucks, and Starbucks needs to sell products which can be used as the perfect gifts by the role.
- © 2016, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Lia Yuldinawati AU - Adelia Ayuningsari PY - 2016/03 DA - 2016/03 TI - Hedonic Shopping Motive As A Routinization Habit On The Consumer Purchase Decisions At Starbucks Coffee BT - Proceedings of the 3rd International Seminar and Conference on Learning Organization (isclo-15) PB - Atlantis Press SP - 1 EP - 5 SN - 2352-5398 UR - https://doi.org/10.2991/isclo-15.2016.1 DO - https://doi.org/10.2991/isclo-15.2016.1 ID - Yuldinawati2016/03 ER -