Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Jurnal Marketing
Hendayani, Dwi
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH UTILITARIAN VALUE, HEDONIC VALUE, BROWSING, FELT URGE TO BUY IMPULSIVELY TERHADAP IMPULSE BUYING Asiska, Servina; Sari, Mareta Kemala; Ihsani, M Faridh; Hendayani, Dwi; Al Anshori, M Sabil; Muluk, Makrifadli
Jurnal Marketing Vol 5 No 1 (2024): Jurnal Marketing
Publisher : STIE Perbankan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This research examines the influence of utilitarian values, hedonic values, browsing, and feeling the urge to buy impulsively on consumers' impulsive buying behavior. The survey was conducted on 103 respondents and the data was analyzed using SEM. The results show that utilitarian and hedonic values ​​have a positive effect on browsing, which in turn influences impulse buying and ultimately impulsive buying. These findings contribute to marketing strategies to encourage impulse purchases and understanding the factors that influence them. Keywords: Utilitarian Value, Hedonic Value, Browsing, Impulse Buying, Impulse Buying.
Co-Authors 3Mareta Kemala Sari Al Anshori, M Sabil Asiska, Servina Ihsani, M Faridh Muluk, Makrifadli