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All Journal Jurnal Penyuluhan Jurnal Manajemen Terapan dan Keuangan Jurnal Ilmu Sosial dan Humaniora Jurnal Keuangan dan Perbankan JDM (Jurnal Dinamika Manajemen) Jurnal Kawistara : Jurnal Ilmiah Sosial dan Humaniora JAM : Jurnal Aplikasi Manajemen Journal of Consumer Science Asia-Pacific Management and Business Application Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Jurnal Manajemen Indonesia AKSIOLOGIYA : Jurnal Pengabdian Kepada Masyarakat CARADDE: Jurnal Pengabdian Kepada Masyarakat Dinasti International Journal of Education Management and Social Science Journal of Robotics and Control (JRC) ASIAN JOURNAL OF ISLAMIC MANAGEMENT (AJIM) Jurnal Inovasi Penelitian Jurnal Ilmu Manajemen Terapan (JIMT) Ilomata International Journal of Management Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) International Journal of Community Service Golden Ratio of Marketing and Applied Psychology of Business Prosiding Konferensi Nasional PKM-CSR Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Journal of Digital Marketing and Communication Sinomika Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi BISMA (Bisnis dan Manajemen) International Journal Of Economics Social And Technology Inkubis: Jurnal Ekonomi dan Bisnis eProceedings of Applied Science Journal of Digital Business and Innovation Management Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah JIBEMA: Jurnal Ilmu Bisnis, Ekonomi, Manajemen, dan Akuntansi Engagement: Jurnal Pengabdian Kepada Masyarakat Jurnal Siber Multi Disiplin Momentum Matrix: International Journal of Communication, Tourism, and Social Economic Trends Jurnal Kawistara International Journal of Social Sciences and Humanities
Bethani Suryawardani
Telkom University
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Journal : journal of consumer science

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Utilitarian VS Hedonic Value: Which is More Influential for Indonesian Consumers in Increasing Purchase Intention in E-Commerce? Nisrina Sherin Caesalpinia; Bethani Suryawardani
Journal of Consumer Sciences Vol. 10 No. 2 (2025): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Social and Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.10.2.376-393

Abstract

Background: Companies should leverage the rapid growth of online shopping in Indonesia to enhance customer experiences and boost sales. Live streaming plays a crucial role in influencing customer behavior, making it a valuable strategy for increasing purchasing interest. Purpose: This study examined how purchase intention in e-commerce is affected by utilitarian and hedonic values, mediated by trust in the seller. Method: A quantitative approach employed purposive sampling to select 210 participants as the primary data source for this study. The collected data were evaluated utilizing a five-point Likert scale and analyzed using the Structural Equation Modeling (SEM). Findings: The findings revealed that utilitarian value had no impact on trust in the seller of live-streamed fashion products on Shopee, whereas hedonic value had a significant impact. Additionally, the factor with the greatest impact on purchase intention was trust in the seller. In contrast, purchase intention was significantly influenced by hedonic value, which was mediated by trust in the seller. Conclusions: Trust in the seller is crucial in shaping purchase intentions within live streaming e-commerce, mainly when influenced by hedonic value. This highlights the importance of brands strengthening their utilitarian value while prioritizing emotional engagement to foster customer trust and drive sales. Research implication: The Theoretical contribution of this study lies in integrating the Theory of Planned Behavior (TPB) with the concept of customer perceived value (CPV), which has rarely been studied in previous literature. The practical implications for e-commerce businesses is the importance of establishing trust in the seller to strengthen purchase intentions.
Co-Authors Adithya, Donny Al Syahr, Salsabila Shabriyyah Alfadhila Taufani Allya Nihayah Alma Syifa Alma Syifa Maulidina Almaz, Bimo Annisa Khoirul Husna Astri Wulandari Astri Wulandari Astri Wulandari Astri Wulandari Ati Mustikasari Bhanuwati, Aretha Dewani Bijaksana Prabawa Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dedy Rahman Wijaya Dendi Gusnadi Donni Junipriansa Ersy Ervina Evi Febriana Evi Febriana Fanni Khusnul Hanifa Fat'hah Noor Prawita Fat’hah Noor Prawita Fat’hah Noor Prawita Fazri, Irfan Moch Gandeva Bayu Satrya Ganjar Mohamad Disastra Giva Andriana Mutiara Guntur Prabawa Guntur Prabawa Kusuma Hafidzah Aryani Hariandy Hasbi Ihsan Favian Nandra Irfan Moch Fazri Kaulika, Isava Dea Keyshifa Anardi Keyzia Shinar Pancarani Kurnia Wijayanti Laksmi Saraswati Hadiansyah Leni Cahyani Lesmana, Athallah Jordan Lukito, Wahyu MAHARANI, ALYA Marcelino, Dandy Merida Damanik Mochamad Yudha Febrianta Nailla Agnia Noor Syiwan Natasya Putri Syahira Nazwa Halimatusya’diah Nisrina Sherin Caesalpinia Noor, Shofa Marwah R.N., Raffaela Woro Tyas Rahmadi Wijaya Rahmat Hidayat Ratih Amelia Riska Aprilina Rizki Yantami Arumsari Sabitah Meilina Raharjo Salsabila Shabriyyah Al Syahr Sampurno Wibowo Shofura Kamila Hasna Silaban, Daniel Andre Salomo Siska Komala Sari Siti Pipit Sabitah Sri Widaningsih, Sri Sunantri, Yudy Suryana Suryana Suryatiningsih Tarandhika Tantra Tito Pandu Raharjo Ulfah Nurwahidah Ulfah Nurwahidah Utami, Habibah Najwa Wingga Nayshila Aura Putri