SERVICESCAPE, LINGKUNGAN SOSIAL, SUASANA HATI PENGARUHNYA TERHADAP PERILAKU BERBELANJA HEDONIS
ABSTRACT: The purpose of this
research to examine the role of servicescape, social surrounding, and
antecedent states influence to hedonic shopping behavior. The research samples
are 100 people with convenience sampling’s method. To test hypotheses,this
research uses multiple regression analysis. The research result shows that
servicescape, social surrounding, and antecedent states affect to hedonic
shopping behavior. The findings can improve situational factor to affect
shopping behavior at apparel women shop. Such servicescape can design as like
as beutique layout.
Keywords: Servicescape, social
surrounding, antecedent states, hedonic shopping behavior
Penulis: Fatchur Rohman
Kode Jurnal: jpmanajemendd100071
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