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

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

Servina Asiska Universitas PGRI Sumatera Barat
Mareta Kemala Sari Universitas PGRI Sumatera Barat
M Faridh Ihsani Universitas PGRI Sumatera Barat
Dwi Hendayani Universitas PGRI Sumatera Barat
M Sabil Al Anshori Universitas PGRI Sumatera Barat
Makrifadli Muluk Universitas PGRI Sumatera Barat

Abstract

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.