ABSTRACT

This study aims to obtain an overview of hedonic shopping value, a description of behavioral intention, and the magnitude of the influence of hedonic shopping value on behavioral intention with supply chain analysis. The design of this study was cross sectional using a descriptive and verification type approach; namely by exposing the related variables to test the relationship or influence which then formed conclusions. The object of research that is the dependent variable is behavioral intention and hedonic shopping value. The population in this study were members of the Adidas Community 3Foil.id in Indonesia. The method used is probability sampling with a sample size of 218 respondents with characteristics that respondents must be Members of Adidas Community 3Foil.id, at least 18 years old, and have shopped at least more than once on Adidas products and intend to buy back. The data analysis technique used is structural equation modeling (SEM). The findings of this study show that the existence of hedonic shopping value and behavioral intention is in a fairly good category. Moreover, hedonic shopping value has a significant influence on behavioral intention. The findings managerially imply that companies stimulate the hedonic motivation of 3Foil.id Adidas Community Members in Indonesia, because hedonic shopping values affect customer satisfaction and consumer behavioral intention in supply chain perspective, especially for multinational companies.