The effect of hedonic and utilitarian shopping value on impulsive buying behaviour of airline passenger moderated by airport digital experience at Soekarno Hatta International airport

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Priyandani, Rizky (2023) The effect of hedonic and utilitarian shopping value on impulsive buying behaviour of airline passenger moderated by airport digital experience at Soekarno Hatta International airport. Graduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

Non-aeronautical business is becoming more important and crucial source of revenue and profit for Soekarno Hatta international airport (CGK) to develop. Understanding the passenger behavior in the airport, especially shopping behavior is needed. With the unique condition of airport, the objective of the research is to understand the effect of hedonic and utilitarian shopping value to impulsive buying behavior of passenger in the airport. Apart from that, the moderated effect of digital airport experience is also proposed to examine, which believe psychologically will encourage the desire to shop. Using non probability purposive sampling technique, 150 respondents is collected with the following criteria was a passenger of airlines in the CGK airport and having a transaction in the CGK airport. A structural equation model is adopted to measure the relationship between all the variables. The study found that hedonic and utilitarian shopping value in the airport have significant relationship with the passenger buying intention. The higher passenger buying intention that affected by hedonic and utilitarian shopping value, the higher rate of passenger impulsive buying activities will be. However, digital airport experience, as one of development focus of CGK airport, does not have significantly relationship as a moderator variable with passenger impulsive buying. Hence, develop impulsive marketing strategy in CGK airport, is essential to boost the performance and probability of non-aeronautical business.

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 29 Mar 2023 03:16
Last Modified: 29 Mar 2023 03:16
URI: http://repository.ipmi.ac.id/id/eprint/1868

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