HEDONIC SHOPPING MOTIVATION EFFECT ON IMPULSE BUYING BEHAVIOR THROUGH TIME AVAILABILITY AT KKV STORE MANADO TOWN SQUARE MANADO

Abstract

Indonesia is a country with an increasing level of nativity every year. This population requires a lot of activities and supplies of retail product every day. One popular retail store in Manado that caught a lot of attention from public is KKV Store Manado Town Square. KKV is retail store originated from China with “instagramable” ambience and youthful design with the concept of “One Stop Shopping Store”. The purpose of this research is to determine the effect of hedonic shopping motivation on impulse buying behavior with time availability as a mediating variable. Based on the result using SmartPLS 4.0, hedonic shopping motivation directly and significantly influencing impulse buying behavior, hedonic shopping motivation significantly influencing time availability, time availability significantly influencing impulse buying behavior, and hedonic shopping motivation significantly influencing impulse buying behavior through time availability of consumer in KKV Store Manado Town Square.