ABSTRAK Penelitian ini bertujuan untuk mengukur pengaruh Pengaruh Time Pressure Stress Terhadap Store Loyalty Yang Di Mediasi Oleh Hedonic Shopping Motive Pada Konsumen Toko Planet Surf Di Hermes Mall Banda Aceh. Sampel yang digunakan dalam penelitian ini adalah konsumen Toko Planet Surf di Hermes Mall Banda Aceh yang berjumlah 122 responden. Peralatan pengumpulan data yang digunakan pada penelitian ini adalah kuisioner. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Hierarchical Linear Modelling (HLM) digunakan sebagai metode analisis untuk mengetahui pengaruh dari semua variabel-variabel yang terlibat. Berdasarkan hasil analisis HLM, mengindikasikan bahwa Time Pressure Stress berpengaruh positif terhadap Store Loyalty, Time Pressure Stress berpengaruh positif terhadap Hedonic Shopping Motive, Hedonic Shopping Motive berpengaruh positif terhadap Store Loyalty, dan Hedonic Shopping Motive memediasi hubungan Time Pressure Stress terhadap Store Loyalty. Kata Kunci: Time Pressure Stress, Hedonic Shopping Motive, Store Loyalty, Hierarchical Linear Modelling   ABSTRACT This study aims to measure the effect of Time Pressure Stress to customer Store Loyalty at Planet Surf in Hermes mall Banda Aceh with Hedonic Shopping Motive as mediating variable. The sample used in this consumer at Planet Surf in Hermes mall Banda Aceh who visit Planet Surf Hermes Mall Banda Aceh are totaling 122 respondents. Data collection equipment used in this study was a questionnaire. The sampling technique used is Purposive Sampling. Hierarchical Linear Modelling (HLM) was used as a method of analysis to determine the effect of all the variables involved. Based on the results of the HLM analysis indicated that Time Pressure Stress positively influence Store Loyalty, Time Pressure Stress positively influence Hedonic Shopping Motive, Hedonic Shopping Motive positively influence Store Loyalty and Hedonic Shopping Motive mediate the relationship between Time Pressure Stress and Store Loyalty. Keywords: Time Pressure Stress, Hedonic Shopping Motive, Store Loyalty, Hierarchical Linear Modelling