EXAMINING HEDONIC SHOPPING VALUE AND AVAILABILITY OF MONEY AS PREDICTORS OF IMPULSE BUYING AT OH SOME IN SEMARANG

M. Rifki Bakhtiar; Erawati  Kartika; Raden rara Ayu  Widaningsih; Sifra Christi  Laisina; Syaharani Nur Oktaviani  Mawardiana

doi:10.51903/dinamika.v6i2.1544

Authors

M. Rifki Bakhtiar Universitas AKI
Erawati Kartika Universitas AKI
Raden rara Ayu Widaningsih Universitas AKI
Sifra Christi Laisina Universitas AKI
Syaharani Nur Oktaviani Mawardiana Universitas AKI

DOI:

https://doi.org/10.51903/dinamika.v6i2.1544

Keywords:

availability of money, hedonic shopping value, impulse buying, oh some, retail consumer behavior

Abstract

Impulse buying represents a relevant area of inquiry in retail management because purchasing decisions are not always driven by prior planning or deliberate evaluation. Shopping-related enjoyment and consumers’ financial resources may contribute to the tendency to purchase products spontaneously. This study was conducted to examine the extent to which hedonic shopping value and the adequacy of financial resources influence consumers' propensity for impulse buying at the OH SOME outlet located in Semarang, Indonesia. A quantitative approach was applied, using questionnaire data collected from 128 respondents selected through purposive sampling. Statistical analyses were conducted using IBM SPSS Statistics and comprised validity and reliability tests, classical assumption assessments, multiple linear regression, and hypothesis testing. The empirical findings indicate that hedonic shopping value and money availability are positively and significantly associated with impulse buying, both individually and jointly. Consumers who perceive shopping as an enjoyable activity that fulfills emotional needs tend to be more susceptible to unplanned purchases. Likewise, having sufficient funds may increase the likelihood of spontaneous buying by allowing consumers greater flexibility in their purchasing decisions. The coefficient of determination indicates that the two explanatory variables account for 55.8% of the variation in impulse buying. Money availability also emerges as the more dominant predictor among the variables examined. These findings suggest that retailers should consider both the experiential dimensions of shopping and consumers’ financial capacity when developing marketing strategies.

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