Analysis of Hedonic Shopping Motives to H&M Paris Van Java Bandung Consumers

This study aims to study and find out the hedonic shopping motives to the consumers of H&M Paris Van Java. The object examined in this research is hedonic shopping motives. The research method used is comparative descriptive research with survey design. The sampling technique is non-probability sampling using incidental sampling with 63 people who were made as the respondents. The primary data collection is by questionnaires, observations, and interviews to obtain an overview of hedonic shopping motives and the secondary data obtained is by literature study. The data analysis technique used is explanatory factor analysis using SPSS. The result of this research shows that there are hedonic shopping motives which are dominant to the consumers of H&M Paris Van Java, namely gratification shopping. The suggestions that the writers propose are hedonic shopping motives to the consumers of H&M Paris Van Java can be used as a benchmark for H&M in terms of market opportunities to increase sales by additional attractive offers beside the comfort-shopping.