Hedonic Shopping Motive As A Routinization Habit On The Consumer Purchase Decisions At Starbucks Coffee

摘要

The middle class growth has various lifestyles. One of them is consuming coffee in modern coffee shops. Coffee consumption has increased in Indonesia since 2010 - 2014. The steady increase of the Indonesian people's purchasing power has made Starbucks wanting to keep increase their new outlets number in Indonesia because Indonesia is a large market for Starbucks. This study aims to determine the effects of hedonic shopping motive on the consumers purchase decisions at Starbucks Coffee Trans Studio Mall Bandung. The method of data collection was done by distributing questionnaires to 100 respondents who had made purchases at Starbucks Coffee Trans Studio Mall Bandung. The Sampling technique of this research was purposive sampling and the data analysis method used was multiple linear regression analysis. T-test results showed that Adventure shopping, gratification shopping, role shopping and value shopping influence the consumer purchase decisions at Starbucks Coffee Trans Studio Mall Bandung. Meanwhile, social shopping and idea shopping did not significantly influence the purchase decisions of consumers at Starbucks Coffee Trans Studio Mall Bandung. Based on the results of the research, there were several things to be considered by Starbucks, among others, Starbucks should add the existing products information knowledge, pay a good attention to the atmosphere of the coffee shop, Starbucks also needs to add promos and give discounts in order to stimulate and attract the value shoppers to shop at Starbucks, and Starbucks needs to sell products which can be used as the perfect gifts by the role.