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All Journal MIX : Jurnal Ilmiah Manajemen eCo-Buss eCo-Fin Journal of Innovative and Creativity
I Gusti Ayu Tirtayani
Universitas Pendidikan Nasional
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics 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 Anak Agung Ngurah Bagus Narendra Desak Made Febri Purnama Sari Gusti Ayu Aghivirwiati Gusti Ayu Aghivirwiati I Gede Jaya Putra I GUSTI AYU WIRATI ADRIATI I Gusti Ngurah Oka Ariwangsa I Komang Adi Darma Saputra I Komang Adi Pradana I Made Suidarma I Nengah Wirsa I Nyoman Tegar Adi Wijaya I Putu Satria Bintara Yuda Ida Ayu Oka Martini Jonathan Ardi Thejakusuma Kadek Devi Kalfika Anggria Wardani Komang Widhya Sedana Putra P Made Ratih Nurmalasari Ni Kadek Winda Yanti Ni Komang Widya Asti Mayang Sari Ni Putu Nina Eka Lestari Ni Wayan Lasmi Parasari, Nyoman Sri Manik Putu Irma Yunita Putu Ivan Putra Pratama Wan Mohd Hirwani Wan Hussain