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The study is to determine the effect of special price, shopping pleasure and willingness to pay on hedonic purchase and impulsive buying in suzuya department of store banda aceh, Indonesia. The population in this study is infinite so sampling is a non probability sampling. In this study, it takes 150 people as a sample. The data is tested and analyzed using Structural Equation Model (SEM) as a statistical method, with AMOS software as a tool. The result shows that special price effects impulsive buying; shopping pleasure effects impulsive buying; willingness to pay effects impulsive buying; special price effects on hedonic purchase; shopping pleasure effects hedonic purchase, and; willingness to pay effects the hedonic purchase. These all findings also have an implication to academic area. There will be as a reference for further research to be developed, as this research proves the causality theories and this is being a new premise/ update theories. The originality lies in the integration of the causality test from the previous researches, and also the use of SEM as a statistical approach. The limitation is in the number of variables that are only four, and with one object. . Keyword: Special Price, Shopping Pleasure, Willingness to Pay, Hedonic Purchases and Impulsive Buying.

international journal of business management and economic review

THE EFFECT OF SPECIAL PRICE, SHOPPING PLEASURE AND WILLINGNESS TO PAY ON HEDONIC PURCHASE AND IMPULSIVE BUYING IN SUZUYA DEPARTMENT OF STORE BANDA ACEH, INDONESIA