<![CDATA[This study aims to analyze the effect of Hedonic Shopping Value on the Consumptive Behavior of Generation Z in Palopo City. The research was motivated by the rapid development of digital technology, social media, and e-commerce platforms that have changed consumer shopping behavior, especially among Generation Z. Shopping activities are no longer merely intended to fulfill needs but also to gain pleasure, entertainment, and emotional satisfaction. This research employed a quantitative approach. Data were collected through observation, interviews, and questionnaires. The sample consisted of 65 respondents selected using incidental sampling. Data analysis was conducted using SPSS, including validity testing, reliability testing, classical assumption tests, simple linear regression analysis, coefficient of determination (R²), and t-test. The results indicate that Hedonic Shopping Value has a positive and significant effect on the Consumptive Behavior of Generation Z in Palopo City. This finding implies that the higher the pleasure obtained from shopping activities, the greater the tendency of Generation Z to engage in consumptive behavior. The results are expected to provide useful insights for business practitioners in designing effective marketing strategies and serve as a reference for future studies.]]>
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