ABSTRAK Abstrak Karya Akhir diserahkan kepada Panitia Komisi Ujian untuk mendapatkan Gelar Magister Manajemen pada Program Pascasarjana Universitas Syiah Kuala PENGARUH HARGA SPESIAL, KESENANGAN BERBELANJA DAN KESEDIAAN MEMBAYAR TERHADAP PEMBELIAN HEDONIC SERTA IMPLIKASINYA TERHADAP PEMBELIAN TIDAK TERENCANA (IMPULSIVE BUYING) DI SUZUYA DEPARTEMEN STORE BANDA ACEH Oleh LIZA ANDALIA NIM : 1409200020017 Konsentrasi : Manajemen Pemasaran Pembimbing Pertama : Dr. Mirza Tabrani, SE, MBA Pembimbing Kedua : Dr. Nurdasila Darsono, SE. MM Tujuan penelitian ini adalah untuk mengetahui: (1) pengaruh harga spesial terhadap pembelian hedonic (2) pengaruh kesenangan berbelanja terhadap pembelian hedonic, (3) pengaruh kesediaan membayar terhadap pembelian hedonic (4) pengaruh harga spesial terhadap pembelian pembelian tidak terencana (5) pengaruh kesenangan berbelanja terhadap pembelian tidak terencana, (6) pengaruh kesediaan membayar terhadap pembelian tidak terencana konsumen (7) pengaruh pembelian hedonic terhadap pembelian tidak terencana konsumen (8) pengaruh harga spesial terhadap pembelian tidak terencana melalui pembnelian hedonic konsumen, (9) pengaruh kesenangan berbelanja terhadap pembelian tidak terencana (impulsive buying) melalui pembelian hedonic (10) pengaruh kesediaan membayar terhadap pembelian tidak terencana melalui pembnelian hedonic konsumen. Adapun yang menjadi objek penelitian ini adalah harga spesial, kesenangan berbelanja, kesediaan membayar, hedonic konsumen dan pembelian tidak terencana. Hasil penelitian menunjukkan bahwa harga spesial berpengaruh terhadap pembelian tidak terencana, kesenangan berbelanja berpengaruh terhadap pembelian tidak terencana, Kesediaan membayar juga berpengaruh terhadap pembelian tidak terencana, hasil penelitian juga membuktikan bahwa harga spesial berpengaruh terhadap pembelian hedonic konsumen, kesenangan berbelanja berpengaruh terhadap pembelian hedonic, kesediaan membayar berpengaruh terhadap pembelian hedonic, pembelian hedonic berpengaruh terhadap pembelian tidak terencana. Terdapat pengaruh tidak langsung harga spesial, kesenangan berbelanja dan kesediaan membayar berpengaruh pembelian tidak terencana melalui pembelian hedonic. Kata Kunci: Harga Spesial, Kesenangan Berbelanja, Kesediaan Membayar, Pembelian Hedonic dan Impulsif Buying. ABSTRACT Abstract of Final Paper Submitted to The Examination Committee in partial fulfilment of the requirements for the degree of Master of Management on Graduate Program of Syiah Kuala University THE EFFECT OF SPECIAL PRICES, SHOPPING PLEASURE AND WILLINGNESS TO PAY ON HEDONIC PURCHASES AND ITS IMPLICATIONS ON IMPULSIVE BUYING IN SUZUYA DEPARTMENT OF STORE BANDA ACEH By LIZA ANDALIA S/N : 1409200020017 Specialization : Marketing Management Supervisor : Dr. Mirza Tabrani, SE, MBA Co-Supervisor : Dr. Nurdasila Darsono, SE. MM The purpose of this study was to determine: (1) the effect of special prices on hedonic purchases (2) the effect of shopping pleasure on hedonic purchases, (3) the effect of willingness to pay for hedonic purchases (4) the effect of special prices on unplanned purchase purchases (5) influence the pleasure of shopping for unplanned purchases, (6) the effect of willingness to pay for consumer unplanned purchases (7) the influence of hedonic purchases on consumer unplanned purchases (8) the effect of special prices on unplanned purchases through consumer hedonic delivery, (9) the influence of shopping pleasure against impulsive buying through hedonic purchases (10) the effect of willingness to pay for unplanned purchases through consumer hedonic. The objects of this research are special prices, the pleasure of shopping, willingness to pay, consumer hedonic and unplanned purchases. The results showed that special prices have an effect on unplanned purchases, shopping pleasure has an effect on unplanned purchases, willingness to pay also affects unplanned purchases, the results also prove that special prices affect hedonic consumer purchases, shopping pleasure affects hedonic purchases, willingness pay affect the purchase of hedonic, hedonic purchases affect the unplanned purchases. There are indirect effects of special prices, shopping pleasure and willingness to pay for influential unplanned purchases through the purchase of hedonic. Keywords : Special Prices, Shopping Pleasure, Willingness to Pay, Hedonic Purchases and Impulsive Buying