<![CDATA[The purpose of this study was to examine the hedonic value mediation and utilitarian value variables on the relationship between buying impulsiveness and e-impulsive buying behavior. In this study the number of samples was 123 students using Shopee at Sarjanawiyata Tamansiswa University. Data analysis using a regression model with t test and sobel test. The results showed, 1) impulsiveness buying does not affect hedonic value 2) impulsiveness buying does not affect utilitarian value 3) hedonic value influences e-impulsive buying behavior 4) utilitarian value influences e-impulsive buying behavior 5) impulsiveness buying affects e-impulsive buying behavior 6) hedonic value is not supported as the mediating variable of the relationship between buying impulsiveness and e-impulsive buying behavior 7) supported utilitarian value as the mediating variable of the relationship between buying impulsiveness and e-impulsive buying behavior. Keywords: Shopee, Buying Impulsiveness, E-impulsive Buying Behavior, Hedonic Value, Utilitarian Value ABSTRAK Tujuan penelitian ini adalah untuk menguji variabel mediasi hedonic value dan utilitarian value pada hubungan antara buying impulsiveness dan e-impulsive buying behavior. Dalam penelitian ini jumlah sampel adalah 123 orang mahasiswa pengguna Shopee di Universitas Sarjanawiyata Tamansiswa. Analisis data menggunakan model regresi dengan uji t dan sobel test. Hasil penelitian menunjukkan, 1) buying impulsiveness tidak berpengaruh terhadap hedonic value 2) buying impulsiveness tidak berpengaruh terhadap utilitarian value 3) hedonic value berpengaruh terhadap e-impulsive buying behavior 4) utilitarian value berpengaruh terhadap e-impulsive buying behavior 5) buying impulsiveness berpengaruh terhadap e-impulsive buying behavior 6) hedonic value tidak terdukung sebagai variabel pemediasi hubungan antara buying impulsiveness dengan e-impulsive buying behavior 7) utilitarian value terdukung sebagai variabel pemediasi hubungan antara buying impulsiveness dengan e-impulsive buying behavior. Kata-kata Kunci: Shopee, Pembelian tidak terduga, pembelian tidak terencana, nilai kesenangan, nilai manfaat]]>
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