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All Journal MIX : Jurnal Ilmiah Manajemen
Wan Hussain, Wan Mohd Hirwani
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Live Streaming as a Catalyst: How Hedonic and Utilitarian Shopping Drive Impulse Buying Among Gen Z in Indonesia Tirtayani, I Gusti Ayu; Aghivirwiati, Gusti Ayu; Wan Hussain, Wan Mohd Hirwani
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 Aghivirwiati, Gusti Ayu I Gusti Ayu Tirtayani