ANALISIS HEDONIC SHOPPING MOTIVATION PADA MAHASISWI DI PONTIANAK
Shopping is an activity carried out by each individual in order to meet the needs of life. Decision-making in shopping is always based on the impulse that comes in the consumer, this impulse is usually called motivation. One of the motivations in shopping is hedonic shopping motivation. Hedonic shopping motivation is an impulse from within the consumer to shop with the main goal being to get pleasure without paying attention to the benefits of the product being purchased. The purpose of the research was to analyse hedonic shopping motivation in female students in Pontianak. This study used a qualitative descriptive method by collecting data from ten informants. The sampling technique used is purposive sampling. The sample criterion is to carry out shopping activities in order to get pleasure at least three times a month. The data collection method used is an interview. This study uses three data analysis techniques, namely data reduction, data presentation, and conclusion drawing/verification. Based on the results of the analysis, it was found that the hedonic shopping motivation that was most experienced by informants who were female students in Pontianak was social shopping. Based on these results, the company should carry out promotions by holding events that attract people to come in groups and create a place to shop that is fun, comfortable and attractive for consumers so as to cause a positive atmosphere and emotions which can then increase the number of visitors.