THE INFLUENCE OF SOCIAL INTERACTION ON IMPULSIVE BUYING THROUGH HEDONIC AND UTILITARIAN VALUES IN LIVE STREAMING SHOPPING

Lady (Universitas Internasional Batam)
Sherlen Sherlen (Universitas Internasional Batam)
Fendy Cuandra (Universitas Internasional Batam)

MANAJEMEN DEWANTARA
Vol 10 No 1 (2026): MANAJEMEN DEWANTARA

Objectives: To examine social interaction effects on impulsive buying urges through hedonic and utilitarian values in live streaming shopping. Methods: Quantitative research involving 350 respondents in Batam City, analyzed using PLS-SEM. Research Gap/Novelty: Integrates social interaction dimensions, perceived values, and demographic moderation in live streaming shopping. Results: All social interaction dimensions positively influenced both perceived values. Hedonic and utilitarian values negatively affected impulsive buying urges. Gender significantly moderated these relationships, while purchase experience did not. Conclusion: Social interaction enhances perceived value, but higher perceived value reduces impulsive buying urges.