BELANJA HEDONIS DI KALANGAN MAHASISWA
Abstract
The study investigates the relationships among hedonics shopping motivation, customer satisfaction and customer loyalty. Surveys were constructed to 480 students of Islamic Nusantara University and selected by a stratified random sampling method and characteristics by gender, ages, and the frequency of trip to Mall. Respondents were asked to rate items using a five-point Likert type scales (strongly disagree to strongly agree). The data were gathered using a questionnaire that has been tested for its validity and reliability. Results show that motivation has positive impact on both customer satisfaction and customer loyalty. However, role shopping motivation does not have any impact on them. In addition, socialization and role motivation does not influence customer satisfaction, and role shopping motivations do not have any impact on customer loyalty. Findings of this study will help both researchers and practitioners in the field understand the roles of shopping motivations in customer satisfaction and customer loyalty. Finally, limitations, suggestions for further research and practical implications of this study are provided.References
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