The Effect of Utilitarian and Hedonic Values on Consumption Behavior in Online Purchase of Fashion Sneakers among Generation Z

Viola De Yusa (Faculty of Economics and Business, Lampung University, 35145 Bandar Lampung, Indonesia)
Mahrinasari MS (Faculty of Economics and Business, Lampung University, 35145 Bandar Lampung, Indonesia)
Satria Bangsawan (Faculty of Economics and Business, Lampung University, 35145 Bandar Lampung, Indonesia)

International Journal of Business, Economics & Financial Studies
Vol. 1 No. 1 (2023): May 2023

Today, the contemporary world offers a wide range of fashion products such as apparel, accessories, luggage, and shoes in Indonesia. All shoe firms try to make excellent items, which becomes a huge draw for Generation Z called internet generation. This study investigates the effect of utilitarian and hedonic values on Generation Z purchase of fashion sneakers. It was a quantitative review that used the causality technique and a total of 200 people who wore sneakers were selected as the participants. Data were then analyzed using SmartPLS and a measurement model technique (outer model). The results showed that utilitarian and hedonic values significantly affect Generation Z online purchasing of sneakers. This indicates that the two variables cause people to behave consumptively, starting with viewing artists or acquaintances, affiliations and associations, as well as others.