Forthe next research can use the life style factor and the age of someone as controlvariable in certaining the impulse buying.Keywords : Hedonic Shopping Value, Positive Emotion, Impulse Buying, Dept. The result of researchshowed that from two of Hypothesis that was performed all proved the truth. On this research is for teachingwhether Positive Emotion become Mediation Variable on the relationship in betweenof variable Hedonic Shopping Value with Impulse Buying. The variables that are used in this research for example like :Hedonic Value, Positive Emotion, Impulse Buying. The sample that will be taken in thisresearch less than 200 Respondents in Surabaya who ever visited DepartmentStore in Surabaya. Analysis technique that was used is MultipleRegression and Hierarchycal Regression. This research taught more how the influence in between ofvariable in buying behavior model unplanned (impulse buying) to retail customerwith format of Department Store is.
The customer buying decision process especially the decision that hascharacteristic impulse buying can be based by Hedonic Shopping Value andPositive Emotion. Theretail must be able to know how the decision process of purchase from the customeris. Hal ini berarti thitung > ttabel (2,178 > 1,659) dan nilai signifikannya 0,032 < 0,05. Hedonic Shopping Motivations In Collectivistic And Individualistic Consumer Cultures Heiner Evanschitzky, Oliver Emrich, Vinita Sangtani, Anna-Lena Ack. Nilai ttabel didapat dari n k 110 4 106 maka ttabel sebesar 1,659. Customers are the important asset in a company, including in Retail Business. Hipotesis Pertama Berdasarkan hasil dari pengujian diketahui bahwa variabel hedonic shopping motivation menunjukkan nilai thitung 2,178 dan ttabel sebesar 1,659.
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