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Impulse Buying in Z-Generation: The Influence of Hedonic Shopping Motivation and Utilitarian Value in Indonesian Online Marketplace

Vol 9 , Issue 1 , January - June 2022 | Pages: 1-19 | Research Paper  

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Author Details ( * ) denotes Corresponding author

1. * Anita Mustikasari, Assistant Professor, Management, Yogyakarta State University, Kabupaten Sleman, Indonesia (
2. Santika Ariyani, Student, Management, Yogyakarta State University, Kabupaten Sleman, Indonesia (

This study aims to determine the effect of hedonic shopping motivation and utilitarian value on impulse buying at Indonesia Online Marketplace. This type of research is quantitative research with a survey method. The population in this study was Z-generation consumers who had shopped at Indonesia Online Marketplace. The data analysis technique used is Statistical Descriptive Analysis, Prerequisite Analysis Test, and Multiple Linear Regression Analysis using SPSS. The results of this study are (1) hedonic shopping motivation has a positive and significant effect on impulse buying, (2) Utilitarian value has a positive and significant effect on impulse buying, and (3) Hedonic shopping motivation and utilitarian value simultaneously have a positive and significant effect on impulsive buying.


Hedonic Shopping Motivation, Impulse Buying, Online Marketplace, Utilitarian Value

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