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All Journal MIX : Jurnal Ilmiah Manajemen eCo-Buss Berajah Journal eCo-Fin Journal of Artificial Intelligence and Digital Business Journal of Innovative and Creativity Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
I Gusti Ayu Tirtayani
Universitas Pendidikan Nasional
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Library & Information Science 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.
Purchase Decision Produk HLOUTFIT.ID: Peran Brand Awareness dalam Memediasi Content Marketing Ni Kadek Nolla Hari Saputri; I Gusti Ayu Tirtayani; Desak Made Febri Purnama Sari; Made Mulyadi
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 7 No. 1 (2026): January
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v7i1.3166

Abstract

The development of e-commerce on the TikTok Shop platform requires a deeper understanding of the relationship between content marketing strategy and consumer purchase decisions. This research aims to analyze the effect of Content Marketing on Purchase Decision with Brand Awareness as a mediating variable on HLOUTFIT.ID products in Bali Province. The research method uses a quantitative associative approach with a sample of 130 respondents selected through purposive sampling. Primary data were collected through online questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS version 4. The research results show Content Marketing has a significant effect on Brand Awareness (t=19.945; p=0.000), Brand Awareness has a significant effect on Purchase Decision (t=1.998; p=0.046), and Content Marketing has a significant effect on Purchase Decision (t=13.846; p=0.000). Brand Awareness partially mediates the effect of Content Marketing on Purchase Decision with VAF value of 20.5 percent. The research model explains 74 percent of Brand Awareness variation and 66.3 percent of Purchase Decision variation. In conclusion, Content Marketing through the formation of strong Brand Awareness can increase Purchase Decision of consumers on HLOUTFIT.ID products, with recommendations for optimizing consistent and creative content to enhance the effectiveness of digital marketing.
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.
PENGARUH CUSTOMER EXPERIENCE TERHADAP LOYALITAS PELANGGAN DENGAN E-WOM DAN KEPUASAN PELANGGAN SEBAGAI MEDIASI PADA TOKOPEDIA DI BALI I Komang Ricky Satya Subagia; I Gusti Ayu Tirtayani
Berajah Journal Vol. 6 No. 3 (2026): Berajah Journal
Publisher : CV. Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/bj.v6i3.575

Abstract

The rapid growth of e-commerce in Indonesia has intensified competition among marketplace platforms in retaining customer loyalty. This study aims to examine the effect of customer experience on customer loyalty, with electronic word-of-mouth (e-WOM) and customer satisfaction serving as mediating variables among Tokopedia users in Bali. A quantitative research approach was employed using a survey method involving 200 active Tokopedia users in Bali. Respondents were selected through purposive sampling, and the data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4 software. The findings reveal that customer experience has a positive and significant effect on e-WOM (β = 0.621; p < 0.001), customer satisfaction (β = 0.640; p < 0.001), and customer loyalty (β = 0.376; p < 0.001). Furthermore, e-WOM (β = 0.314; p < 0.001) and customer satisfaction (β = 0.278; p < 0.001) were found to have positive and significant effects on customer loyalty. The mediation analysis indicates that both e-WOM and customer satisfaction partially mediate the relationship between customer experience and customer loyalty. These findings demonstrate that a positive customer experience not only enhances customer satisfaction and positive online communication but also strengthens customer loyalty toward Tokopedia. Therefore, optimizing customer experience is a crucial strategic approach for marketplace platforms seeking to establish long-term relationships with consumers in an increasingly competitive digital environment.
Determinan Perilaku Pembelian Fashion Laki-Laki Generasi Z di Kota Denpasar I Made Pacung Santana; I Gusti Ayu Tirtayani; Made Ratih Nurmalasari; I Gusti Ngurah Oka Ariwangsa
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.4806

Abstract

Perkembangan industri fashion yang semakin dinamis telah mendorong perubahan signifikan dalam perilaku pembelian, khususnya pada segmen laki-laki Generasi Z. Fashion tidak lagi dipandang semata sebagai kebutuhan fungsional, melainkan sebagai sarana ekspresi diri, pembentukan identitas sosial, serta simbol status. Penelitian ini bertujuan untuk menganalisis pengaruh faktor budaya, kelas sosial, kelompok referensi, opini pemimpin, dan keluarga terhadap perilaku pembelian fashion laki-laki Generasi Z di Kota Denpasar. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner daring yang disebarkan kepada 204 responden laki-laki Generasi Z yang berdomisili di Kota Denpasar, dengan teknik simple random sampling. Instrumen penelitian diuji melalui uji validitas dan reliabilitas, sedangkan analisis data dilakukan menggunakan regresi linier berganda dengan bantuan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa secara parsial maupun simultan, variabel budaya, kelas sosial, kelompok referensi, opini pemimpin, dan keluarga berpengaruh positif dan signifikan terhadap perilaku pembelian fashion. Nilai koefisien determinasi menunjukkan bahwa kelima variabel tersebut mampu menjelaskan perilaku pembelian fashion sebesar 77,4 persen, sementara sisanya dipengaruhi oleh faktor lain di luar model penelitian. Temuan ini menegaskan bahwa perilaku pembelian fashion laki-laki Generasi Z dipengaruhi oleh kombinasi faktor sosiokultural dan lingkungan sosial yang saling berinteraksi. Penelitian ini diharapkan dapat memberikan kontribusi akademis dalam kajian perilaku konsumen serta menjadi referensi praktis bagi pelaku industri fashion dalam merancang strategi pemasaran yang lebih tepat sasaran.
Co-Authors Anak Agung Ngurah Bagus Narendra Desak Made Febri Purnama Sari Gusti Ayu Aghivirwiati Gusti Ayu Aghivirwiati I G. N. Oka Ariwangsa I Gede Jaya Putra I GUSTI AYU WIRATI ADRIATI I Komang Adi Darma Saputra I Komang Adi Pradana I Komang Ricky Satya Subagia I Made Pacung Santana 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 Mulyadi Made Ratih Nurmalasari Ni Kadek Nolla Hari Saputri 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