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All Journal MIX : Jurnal Ilmiah Manajemen WIDYABHAKTI Jurnal Ilmiah Populer Madaniya Jurnal Pengabdian kepada Masyarakat ADMA: Jurnal Pengabdian dan Pemberdayaan Masyarakat Journal of Innovation Research and Knowledge Jurnal Pepadu Relasi : Jurnal Ekonomi Amaluna: Jurnal Pengabdian Masyarakat
Gusti Ayu Aghivirwiati
Institut Teknologi Dan Bisnis Stikom Bali
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Nursing Public Health Social Sciences Other

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Live Streaming as a Catalyst: How Hedonic and Utilitarian Shopping Drive Impulse Buying Among Gen Z in Indonesia I Gusti Ayu Tirtayani; Gusti Ayu Aghivirwiati; Wan Mohd Hirwani Wan Hussain
MIX: JURNAL ILMIAH MANAJEMEN Vol. 16 No. 1 (2026): MIX : Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2026.v16i1.003

Abstract

Objectives: This research investigates the influence of hedonic shopping and utilitarian shopping on impulse buying behavior among Generation Z in Indonesia, by also considering the role of live streaming shopping in moderating the relationship between these two types of shopping and impulse buying.Methodology: Through data analysis from 300 respondents.Finding: The findings show that both hedonic shopping and utilitarian shopping have a positive and significant influence on impulse buying. Apart from that, live streaming shopping was also found to have a significant influence in strengthening the relationship between these two types of shopping and impulse buying behavior.Conclusion: The implications of these findings are the importance of developing more effective marketing strategies, increasing consumer awareness about the risks of impulse buying, and opportunities for further research in understanding consumer behavior in the digital era.
Co-Authors Deviana Diah Candra Utami Dita Dwi Yuliani Gede Bagus Mahaputra Gusti Ayu Desi Saryanti Gusti Ngurah Ady Kusuma Hendayanti, Ni Putu Nanik I Gusti Ayu Desi Saryanti I Gusti Ayu Desi Saryanti I Gusti Ayu Tirtayani I Gusti Ayu Tirtayani I Gusti Ngurah Adi Kusuma I Gusti Ngurah Ady Kusuma I Made Suryana Ida Bagus Ketut Surya Arnawa, Ida Bagus Ketut Surya Ni Kadek Rindi Antika Ni Komang Triana Arisanti Ni Putu Linda Santiari Nurhidayati, Maulida P.A. Andiena Nindya Putri Purnamayanti, Ida Ayu Gede Wiwik Rosalia Hadi Siti Soraya Wan Mohd Hirwani Wan Hussain