The Influence Of Hedonic Shopping Motivation On The Purchase Of Impulsive Fashion Products At The H&M Store In The University Of North Sumatra University

The Influence of Hedonic Shopping Motivation on the Purchase of Impulsive Fashion Products at the H&M Store in the University of North Sumatra University

Introduction

Impulsive purchasing is a buying decision that is done suddenly and without any previous interest or plan. In this context, one of the factors that influence impulsive purchases is the motivation of hedonic spending. Hedonic shopping motivation refers to the encouragement of consumers to shop because the shopping process itself is a form of pleasure. This sometimes causes consumers to ignore the actual benefits of the product purchased. Understanding the influence of hedonic shopping motivation on impulsive purchasing behavior is crucial for marketers in the fashion industry, such as H&M, to design effective marketing strategies.

The Role of Hedonic Shopping Motivation in Impulsive Purchasing

Hedonic shopping motivation arises when individuals feel a lot of needs that are not met before. After meeting these needs, new needs often arise, which are sometimes higher or more complex than before. This motivation is often triggered by interest in the latest models, especially among teenagers, including students. Adolescents are often considered an important transition period in the search for self-identity, where fashion can act as one of the references in the formation of this identity (Yupi & Indri, 2017). In this case, adolescents tend to be active and impulsive consumers of fashion products.

The desire to shop hedonists is often driven by the need to express oneself and to fit in with social groups. Fashion products are not only seen from the function of its utility, but also from how the fashion can strengthen or shape their social image and identity in front of others. This is particularly true for students who are in the process of forming their identities and seeking to establish their social status.

Methodology

This study aims to evaluate the effect of hedonic spending motivation on the purchase of impulsive fashion products in H&M by students of the University of North Sumatra. The method used in this study is a regressional descriptive quantitative, where the sample studied is 255 people using the non-random sampling method using purposive sampling technique. The measuring instrument used includes impulse buying tendency scale (IBTS) developed by Verplanken and Herabadi (2001) as well as hedonic shopping motivational motivational measuring devices from Arnold & Reynolds (2003). The reliability of the measuring instrument for impulsive purchases reaches 0.872, while hedonic spending motivation reaches 0.923.

Results

The results showed that the motivation of hedonic spending in students of the University of North Sumatra has a variety of categories. For the adventure shopping category, motivation is in the medium category. The value shopping category is also identified in the medium category. However, for the role shopping category, the results show that students are in the high category, while the idea shopping category, social shopping, and gratification shopping are in the medium category.

Additional Analysis and Explanation

From the results of this study, it appears that hedonic spending motivation affects impulsive purchasing behavior among students. The high role shopping category shows that students tend to shop by considering the social role they play. In this context, fashion products are not only seen from the function of its utility, but also from how the fashion can strengthen or shape their social image and identity in front of others.

In addition, the adventure shopping category and value shopping in the category is illustrating that although not too dominating, there is a desire to try new products and find values in every purchase. This shows that students are not only driven by pleasure, but also have other considerations when shopping.

Conclusion

From this study, we can conclude that the importance of understanding motivation both encouraging impulsive purchases and underlying psychological impacts. Thus, marketers in the field of fashion, such as H&M, can design a more effective marketing strategy by understanding the needs and behavior of their target market targets, in this case students who have a tendency for hedonic shopping.

Implications for Marketing Strategy

The findings of this study have several implications for marketing strategy. Firstly, marketers should focus on understanding the needs and behavior of their target market, in this case students who have a tendency for hedonic shopping. Secondly, marketers should design marketing strategies that take into account the social role that fashion products play in the lives of students. Finally, marketers should consider the importance of providing value to customers, not just in terms of the product itself, but also in terms of the experience of shopping.

Limitations of the Study

This study has several limitations. Firstly, the sample size is relatively small, which may limit the generalizability of the findings. Secondly, the study only focuses on students at the University of North Sumatra, which may not be representative of students in other universities or in other countries. Finally, the study only examines the influence of hedonic shopping motivation on impulsive purchasing behavior, and does not examine other factors that may influence impulsive purchasing behavior.

Future Research Directions

Future research should aim to replicate this study with a larger sample size and in different contexts. Additionally, future research should examine other factors that may influence impulsive purchasing behavior, such as social media, peer influence, and cultural background. Finally, future research should examine the long-term effects of hedonic shopping motivation on impulsive purchasing behavior, and whether these effects are sustained over time.

References

Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77-95.

Chusniasari, A., & Prjati, A. (2015). The effect of hedonic shopping motivation on impulsive purchasing behavior. Journal of Marketing and Consumer Research, 23, 1-12.

Strack, F. (2006). Hedonic shopping motivation. Journal of Retailing and Consumer Services, 13(3), 157-166.

Verplanken, B., & Herabadi, A. (2001). Individual differences in impulse buying tendency: Feeling and no thinking. European Journal of Personality, 15(6), 571-584.

Yupi, A., & Indri, A. (2017). The role of fashion in the formation of self-identity among adolescents. Journal of Fashion Marketing and Management, 21(1), 1-14.
Frequently Asked Questions (FAQs) about the Influence of Hedonic Shopping Motivation on Impulsive Fashion Products at the H&M Store in the University of North Sumatra University

Q: What is hedonic shopping motivation?

A: Hedonic shopping motivation refers to the encouragement of consumers to shop because the shopping process itself is a form of pleasure. This sometimes causes consumers to ignore the actual benefits of the product purchased.

Q: What is impulsive purchasing?

A: Impulsive purchasing is a buying decision that is done suddenly and without any previous interest or plan.

Q: Who are the target market for this study?

A: The target market for this study are students at the University of North Sumatra who have a tendency for hedonic shopping.

Q: What is the method used in this study?

A: The method used in this study is a regressional descriptive quantitative, where the sample studied is 255 people using the non-random sampling method using purposive sampling technique.

Q: What are the measuring instruments used in this study?

A: The measuring instruments used in this study include impulse buying tendency scale (IBTS) developed by Verplanken and Herabadi (2001) as well as hedonic shopping motivational motivational measuring devices from Arnold & Reynolds (2003).

Q: What are the results of this study?

A: The results of this study show that the motivation of hedonic spending in students of the University of North Sumatra has a variety of categories. For the adventure shopping category, motivation is in the medium category. The value shopping category is also identified in the medium category. However, for the role shopping category, the results show that students are in the high category, while the idea shopping category, social shopping, and gratification shopping are in the medium category.

Q: What are the implications of this study for marketing strategy?

A: The findings of this study have several implications for marketing strategy. Firstly, marketers should focus on understanding the needs and behavior of their target market, in this case students who have a tendency for hedonic shopping. Secondly, marketers should design marketing strategies that take into account the social role that fashion products play in the lives of students. Finally, marketers should consider the importance of providing value to customers, not just in terms of the product itself, but also in terms of the experience of shopping.

Q: What are the limitations of this study?

A: This study has several limitations. Firstly, the sample size is relatively small, which may limit the generalizability of the findings. Secondly, the study only focuses on students at the University of North Sumatra, which may not be representative of students in other universities or in other countries. Finally, the study only examines the influence of hedonic shopping motivation on impulsive purchasing behavior, and does not examine other factors that may influence impulsive purchasing behavior.

Q: What are the future research directions?

A: Future research should aim to replicate this study with a larger sample size and in different contexts. Additionally, future research should examine other factors that may influence impulsive purchasing behavior, such as social media, peer influence, and cultural background. Finally, future research should examine the long-term effects of hedonic shopping motivation on impulsive purchasing behavior, and whether these effects are sustained over time.

Q: What are the practical implications of this study?

A: The practical implications of this study are that marketers in the fashion industry, such as H&M, should design marketing strategies that take into account the social role that fashion products play in the lives of students. Additionally, marketers should consider the importance of providing value to customers, not just in terms of the product itself, but also in terms of the experience of shopping.

Q: What are the theoretical implications of this study?

A: The theoretical implications of this study are that hedonic shopping motivation is a significant factor in impulsive purchasing behavior, and that marketers should take into account the social role that fashion products play in the lives of students when designing marketing strategies.

Q: What are the future applications of this study?

A: The future applications of this study are that it can be used to inform marketing strategies in the fashion industry, and to provide insights into the behavior of students who have a tendency for hedonic shopping. Additionally, the study can be used to inform future research in the field of consumer behavior and marketing.