PENGARUH UTILITARIAN VALUE, HEDONIC VALUE, BROWSING, FELT URGE TO BUY IMPULSIVELY TERHADAP IMPULSE BUYING

Asiska, Servina
Sari, Mareta Kemala
Ihsani, M Faridh
Hendayani, Dwi
Al Anshori, M Sabil
Muluk, Makrifadli

Jurnal Marketing
Vol 5 No 1 (2024): Jurnal Marketing

This research examines the influence of utilitarian values, hedonic values, browsing, and feeling the urge to buy impulsively on consumers' impulsive buying behavior. The survey was conducted on 103 respondents and the data was analyzed using SEM. The results show that utilitarian and hedonic values ​​have a positive effect on browsing, which in turn influences impulse buying and ultimately impulsive buying. These findings contribute to marketing strategies to encourage impulse purchases and understanding the factors that influence them. Keywords: Utilitarian Value, Hedonic Value, Browsing, Impulse Buying, Impulse Buying.