Hedonic Shopping Motivation: Analysis of Value Shopping in Millennial Consumer Behavior
Dewi Maharani, Raden Roro Yulianti Prihatiningrum

Universitas Muhammadiyah Banjarmasin, Universitas Lambung Mangkurat

Abstract

This research focuses on value shopping as an indicator of hedonic shopping motivation to examine consumption behavior among hedonistic millennials. The study aims to identify how value shopping can enhance hedonic motivation. Based on previous research, it shows that the consumption behavior of the millennial generation is no longer focused on price and quality, but rather reflects a consumption behavior that is enjoyable and satisfying while shopping. The research examines themes related to the shopping experiences of the millennial generation. The research uses a qualitative approach with interview methods involving sources. The study recommends a more integrated approach to understanding millennial shopping behavior by considering the dynamics between value shopping and hedonic motivation.

Keywords: Hedonic Shopping Motivation, Value Shopping, Millennial Consumer Behavior

Topic: Fashion and Lifestyle