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All Journal MIX : Jurnal Ilmiah Manajemen Jurnal Mirai Management Dinamis : Journal of Islamic Management and Bussiness JURNAL MANAJEMEN BISNIS JEMMA | Journal of Economic, Management and Accounting Jurnal Akuntansi Jurnal Bisnis, Manajemen, dan Ekonomi Economics and Digital Business Review Dewantara Journal of Technology Movere Journal Jurnal Manajemen dan Profesional Jurnal Manajemen Jurnal Ekonomi Utama (Juria) Journal Online Manajemen ELPEI (JOMEL) Jurnal Ilmiah Ekonomi dan Manajemen Jurnal Social Society PENG: Jurnal Ekonomi dan Manajemen Jurnal Riset Bisnis, Manajemen, dan Ilmu Ekonomi Jurnal Cendekia Ilmiah Jurnal Ekonomi, Manajemen, Akuntansi International Journal of Education Management and Religion Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi (JEBIMAN) Optimal: Jurnal Ekonomi dan Manajemen
Nurjannah
Universitas Andi Djemma
Religion Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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Pengaruh Hedonic Shopping Value Terhadap Perilaku Konsumtif Generasi Z di Kota Palopo Auliya Zahra; Refalin Kalanik Embatau; Muh Aldi; Nurjannah; Nurfatima Azzahra
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 6 No. 3 (2026): September: OPTIMAL: Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v6i3.12915

Abstract

This study aims to analyze the effect of Hedonic Shopping Value on the Consumptive Behavior of Generation Z in Palopo City. The research was motivated by the rapid development of digital technology, social media, and e-commerce platforms that have changed consumer shopping behavior, especially among Generation Z. Shopping activities are no longer merely intended to fulfill needs but also to gain pleasure, entertainment, and emotional satisfaction. This research employed a quantitative approach. Data were collected through observation, interviews, and questionnaires. The sample consisted of 65 respondents selected using incidental sampling. Data analysis was conducted using SPSS, including validity testing, reliability testing, classical assumption tests, simple linear regression analysis, coefficient of determination (R²), and t-test. The results indicate that Hedonic Shopping Value has a positive and significant effect on the Consumptive Behavior of Generation Z in Palopo City. This finding implies that the higher the pleasure obtained from shopping activities, the greater the tendency of Generation Z to engage in consumptive behavior. The results are expected to provide useful insights for business practitioners in designing effective marketing strategies and serve as a reference for future studies.
Co-Authors Abadi, Rahmat Riwayat Adelia Safitri Adi Muhammad Fatwah M Adolpina Patinggi Adri Kalatiku Adriang Adriang Alfath Faizal Amanda Amanda Andi Nurrahma Gaffar Anita Susanti Annisa Aziz Anugrah Zahra Afran Ardiansyah Ardiansyah Auliya Zahra Ayu Anugrah Becky Flanda Budiarti Putri Uleng Cicit Mahmut Didi Chandra Aditya Dini Miliani Dody Hermawan Eka Febrianti Eka Feby Wahyuningtyas Elda Elda Elvin Nur Yanti Erwina Erwina Figo Sikombong Firman Pandu Ramadhan Haeril Hawa Hesti Ardianti Hildayanti Lintin Idha Sari Iren Marsela Irgi Irgi Isriana Isriana Komang Putra Narayana Komang Wangi Maharani Lasmi Lasmi M. Ikhwan Maulana Haeruddin Magfirah Magfirah Mela Patandung Muallim Muallim Muh Aidil Muh Aldi Muh Syukri Muh Zadli Syahdi Muh. Ardiansyah Muh. Haerdiansyah Syahnur Muh. Ikram S. Muh. Syukri Muh. Umar Data Muh. Yushar Mustafa Muhammad Fickry Muhammad Haekal Yunus Muhammad Isnaini Faizal Munawir Nadia Faizha Fadli Nadila Nadila Nasruddin Ni Kadek Purniasih, Ni Putu Ayu Lilis Yulianti, Ni Komang Purnami Sari, Nia Puspa Ningrum Nisma Tria Aulia Nurfatima Azzahra Nurfatima Azzahra Baso Nurul Aulia Putri Philadelphia Bubundatu Puput Febrianti Fandy Putri Reski Utama Putu Indra Susila Rafiqah Asaff Rahmada Indah Sari Refalin Kalanik Embatau Renaldi Renaldi Ris Akril Nurimansjah Ris Ris Rudianto Rudianto Sabila Putri Seyla Tammu Shalfa Azzahra Sitti Aisy Sri Chessy Takundun Suci Suci Umi Kalsum Uun Lestari Wana M. Ngaji Wiwik Tukan Wulan Guritno Yuda Satria Nugraha Yusfi Tsabita Nanda Yusuf Zahra Rismayanti