SUMMARY
Penelitian ini mengacu pada karakter hedonic shopping motives seseorang dalam melakukan suatu pembelanjaan dengan spontan tanpa memikirkan kegunaannya dalam jangka panjang. Adakalanya seseorang yang berbelanja tanpa mau bersusah payah untuk ke toko untuk mendapatkan barang yang mereka inginkan, dengan teknologi yang canggih seseorang bisa melihat barang-barang yang mereka inginkan dengan sistem online store. Tujuan penelitian ini untuk mengetahui pengaruh adventure shopping, gratification shopping, idea shopping, role shopping dan value shopping sebagai komponen hedonic shopping motives terhadap impulse buying dalam pembelian online store pada masyarakat Kota Kediri. Penelitian ini menggunakan pendekatan kuantitatif. Metode pengambilan sampel menggunakan kombinasi teknik sampling snow ball dan purposive sampling dengan jumlah sampel 80 responden. Teknik analisis data yang digunakan yaitu analisis deskriptif, uji asumsi klasik, analisis regresi linier berganda, uji koefisien determinasi dan uji hipotesis dengan bantuan program SPSS for windows Versi 23. Hasil penelitian ini adalah secara parsial adventure shopping dan role shopping berpengaruh signifikan, dan social shopping, gratification shopping, idea shopping dan value shopping tidak berpengaruh signifikan terhadap impulse buying, sedangkan secara simultan adventure shopping, gratification shopping, idea shopping, role shopping dan value shopping, secara bersama-sama berpengaruh positif signifikan terhadap impulse buying online store.Analysis of Hedonic Shopping Motives on Impulse Buying Online Store In Kediri CommunityAbstractThis study refers to the character of a person's hedonic shopping motives in making a spontaneous spending without thinking of its usefulness in the long run. Sometimes people who shop without going to the trouble to go to the store to get the goods they want, with sophisticated technology one can see the goods they want with the online store system. The purpose of this research is to know the influence of adventure shopping, gratification shopping, idea shopping, shopping role and value shopping as component of hedonic shopping motives to impulse buying in online store buying at Kediri community. This study uses a quantitative approach. The sampling method uses a combination of snow ball sampling technique and purposive sampling with a sample of 80 respondents. Data analysis techniques used are descriptive analysis, classical assumption test, multiple linear regression analysis, coefficient of determination test and hypothesis test with the help of SPSS for windows 23 version. The result of this research is partially adventure shopping and role shopping have significant effect, and social shopping , gratification shopping, idea shopping and value shopping have no significant effect on impulse buying, while simultaneously adventure shopping, gratification shopping, idea shopping, shopping and value shopping are together positively significant to impulse buying online store.