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"Hari Belanja Online Nasional (Harbolnas) sebagai festival belanja online terbesar yang paling banyak diminati oleh konsumen di Indonesia menjadi salah satu strategi yang dilakukan pemasar untuk meningkatkan gross merchandise value (GMV). Dengan menginduksi nilai belanja utilitarian dan hedonis ke konsumen ketika Harbolnas maka dapat menciptakan niat konsumen untuk melakukan pembelian impulsif. Penelitian ini dilakukan untuk mengetahui faktor-faktor yang mempengaruhi utilitarian browsing dan hedonic browsing dan pengaruhnya terhadap niat untuk melakukan pembelian impulsif dalam menggunakan aplikasi belanja online. Penelitian ini menggunakan kerangka S-O-R dengan variabel interpersonal influence, visual appeal, dan portability sebagai stimulus, utilitarian browsing dan hedonic browsing sebagai organisme, dan urge to buy impulsively sebagai respons. Desain penelitian yang digunakan yaitu konklusif deskriptif dengan metode single cross sectional. Survei dilakukan kepada 737 responden warga negara Indonesia yang mengetahui Harbolnas Shopee 12.12, memiliki teman yang menggunakan aplikasi Shopee, dalam waktu 1 minggu terakhir telah membuka aplikasi Shopee, serta pernah melakukan pencarian dan pembelian produk melalui aplikasi Shopee ketika Shopee 12.12 Day. Survei dilakukan secara online dengan metode judgmental sampling yang kemudian diolah dengan menggunakan teknik Partial Least Squares Structural Equation Modelling PLS SEM. Hasil yang diperoleh adalah interpersonal influence, visual appeal, dan portability memiliki pengaruh terhadap utilitarian browsing dan hedonic browsing; serta utilitarian browsing dan hedonic browsing memiliki pengaruh terhadap urge to buy impulsively. Implikasi manajerial serta saran untuk penelitian di masa mendatang dibahas lebih lanjut pada penelitian ini.

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National Online Shopping Day (Harbolnas) as the largest and most demanded online shopping festival in Indonesia, is one of the strategies undertaken by marketers to increase their gross merchandise value (GMV). By inducing the utilitarian value and hedonic value to consumers during Harbolnas, it is hoped to create consumer intentions to make impulsive purchases. Study was conducted to analyze the factors that affect utilitarian browsing and hedonic browsing towards urge to buy impulsively using online shopping applications. This study uses the S-O-R framework with interpersonal influence, visual appeal, and portability as stimulus; utilitarian browsing and hedonic browsing as organisms; and urge to buy impulsively in response. The research design used is descriptive-conclusive with single cross sectional method. Survey was conducted on 737 respondents of Indonesian citizens who knew Harbolnas Shopee 12.12, had friends who used the Shopee App, within the past week had opened the Shopee App, and had searched and purchased products through the Shopee App when Shopee 12.12 Day. The survey was conducted online with judgmental sampling method which was then processed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. The results obtained are interpersonal influence, visual appeal, and portability positively influences utilitarian browsing and hedonic browsing; utilitarian browsing and hedonic browsing positively influences consumers urge to buy impulsively. Managerial implications and suggestions for future research are discussed further in this study."

"Penelitian ini bertujuan untuk menguji pengaruh motivasi belanja utilitarian dan motivasi belanja hedonic terhadap purchase intention pada konsumen belanja online. Partisipan penelitian ini merupakan mahasiswa yang pernah berbelanja online, sejumlah 289 orang. Motivasi belanja utilitarian dan motivasi belanja hedonic diukur dengan alat ukur Utilitarian Motivation dan Hedonic Motivation yang disusun oleh Tsao dan Chang (2010). Purchase intention diukur dengan alat ukur Purchase Intention yang disusun oleh Topaloglu (2012). Hasil utama penelitian ini menunjukkan bahwa motivasi belanja utilitarian dan motivasi belanja hedonic memiliki pengaruh yang signifikan terhadap purchase intention pada konsumen belanja online. Walaupun kedua motivasi ini memiliki pengaruh yang signifikan, motivasi belanja utilitarian lebih mempengaruhi purchase intention pada konsumen belanja online dibandingkan motivasi belanja hedonic.

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This research aimed to examine the influence of utilitarian and hedonic shopping motivations on purchase intention among online shopping consumer. Participants of this research were undergraduate students who have online shopping experience, with the amounts of 289 participants. Utilitarian and hedonic shopping motivations were measured using Utilitarian and Hedonic Motivation measurement items developed by Tsao and Chang (2010). Purchase intention was measured using Purchase Intention measurement items developed by Topaloglu (2012).

The main result of this research showed that utilitarian and hedonic shopping motivations have significant impact on purchase intention among online shopping consumer. While both of these motivations have significant impact, utilitarian shopping motivation has more influence on purchase intention than hedonic shopping motivation among online shopping consumer."

"Penelitian ini bertujuan untuk mencari tahu pengaruh dari motivasi belanja hedonic, motivasi belanja utilitarian, dan motivasi belanja social terhadap purchase intention pada konsumen pembeli skin di game Mobile Legends. Secara spesifik, partisipan penelitian ini adalah pengikut akun twitter @MLBBFESS yang pernah membeli skin di game Mobile Legends, sejumlah 130 orang. Motivasi belanja hedonic, motivasi belanja utilitarian, motivasi belanja social, dan purchase intention diukur menggunakan alat ukur yang disusun oleh Chang, dkk (2019). Hasil utama penelitian ini menunjukkan bahwa motivasi belanja hedonic dan social memiliki pengaruh yang signifikan terhadap purchase intention pada konsumen pembeli skin game Mobile Legends. Di mana motivasi hedonic dianggap lebih berpengaruh dibandingkan motivasi social. Sedangkan motivasi utilitarian dianggap tidak memiliki pengaruh yang signifikan terhadap purchase intention pada konsumen pembeli skin game Mobile Legends

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This research aimed to examine the influence of hedonic, utilitarian, and social shopping motivations on purchase intention among Mobile Legends skin consumer. Specifically, the participant in this research were 130 people who have skin shopping experience and following @Mlbbfess Twitter account. In this research, the three shopping motivations – hedonic, utilitarian, social, and purchase intention was developed by Chang et al., (2019). The main result of this research showed that hedonic and social shopping motivations have significant impact on purchase intention among skin consumers on Mobile Legends game. Where hedonic motivations tend to be more impactful than social motivations. On the other hand, the result showed that there is no significant impact between utilitarian motivations on purchase intention among skin consumers on Mobile Legends Game."

"Penelitian ini bertujuan untuk mengetahui pengaruh hadirnya fitur belanja pada media sosial populer seperti Instagram Shopping dan TikTok Shop di Indonesia selama masa pandemi Covid-19 sebagai alternatif baru social commerce terhadap perilaku belanja impulsif dan kompulsif produk apparel. Dalam penelitian ini, peneliti mengkaji pengaruh media sosial, motivasi hedonis, kondisi berbelanja online selama pandemi Covid-19 serta peran iklim sosial komunitas pengikut social media influencer terhadap perilaku belanja impulsif dan kompulsif. Penelitian dilaksanakan menggunakan metode variance based Partial Least Square - Structural Equation Modelling (PLS-SEM) secara cross-sectional kepada 475 responden untuk menguji keterkaitan variabel Social Media Influence, Social Commerce, EWOM of Social Commerce, Hedonic (Happiness), Hedonic (Fun), Shopping in the Times of Covid-19, dan variabel moderasi Social Climate terhadap variabel dependen Impulsive Buying dan Compulsive Buying. Hasilnya, didapatkan bahwa Hedonic (Happiness) dan Shopping in the Times of Covid-19 memiliki hubungan signifikan positif terhadap perilaku Impulsive dan Compulsive buying. Hedonic (Fun) serta peran moderasi Social Climate berhubungan signifikan positif dengan Impulsive Buying. Sedangkan variabel lainnya tidak memiliki hubungan signifikan yang positif terhadap variabel Impulsive Buying dan Compulsive Buying.

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This study aims to determine the effect of the presence of shopping features on popular social media namely Instagram Shopping and TikTok Shop in Indonesia during the Covid-19 pandemic as a new social commerce alternative which could affecting impulsive and compulsive shopping behavior for apparel products. In this study, the impact of social media, hedonic motivation, shopping in the times of Covid-19, and social climate of social media influencers community are observed towards impulsive and compulsive shopping behavior. The study used variance-based partial least squares structural equational modelling (PLS-SEM) on a cross-sectional study conducted on 475 respondents observing the association of several variables: Social Media Influence, Social Commerce, EWOM of Social Commerce, Hedonic (Happiness), Hedonic (Fun) variables, Shopping in the Times of Covid-19 and Social Climate as a moderating variable towards the Impulsive Buying and Compulsive Buying as the dependent variables. The study result show that Hedonic (Happiness) and Shopping in the Times of Covid-19 had a significant positive relationship to Impulsive and Compulsive buying behavior. Hedonic (Fun) and the moderating role of Social Climate had a significant positive relationship with Impulsive Buying. Whilst the other variables do not have a positive significant relationship to the Impulsive Buying and Compulsive Buying variables."

"Tujuan dari penelitian ini adalah untuk mengetahui bagaimana motivasibrowsing mempengaruhi dorongan konsumen untuk membeli secara impulsifselama Pandemi COVID-19. Berdasarkan kerangka Stimulus-Organism-Response(S-O-R) dan teori motivasi, penelitian ini mengkaji bagaimana faktor situasi(pengaruh interpersonal, daya tarik visual dan portabilitas) dan faktor reaksi dalamm-commerce untuk menguji pembelian impulsif online. Penelitian ini jugamengkaji ciri kepribadian kecenderungan membeli impulsif sebagai faktormoderasi yang mempengaruhi hubungan antara motivasi browsing dan doronganuntuk membeli secara impulsif. Model persamaan struktural dikembangkan untukmenguji efek kausal antar variabel, mengumpulkan data dari 368 responden melaluikuesioner online, dan melakukan analisis menggunakan SEM-AMOS. Hasilpenelitian menunjukkan bahwa faktor situasi mempengaruhi penjelajahan hedonisdan penjelajahan utilitarian secara berbeda. Sedangkan utilitarian browsingberpengaruh signifikan dan negatif terhadap dorongan konsumen untuk membelisecara impulsif, sedangkan hedonic browsing berpengaruh signifikan dan positifterhadap dorongan konsumen untuk membeli secara impulsif. Kecenderunganpembelian impulsif lebih lanjut secara signifikan memoderasi hubungan antaramotivasi penelusuran (utilitarian dan hedonis) dan dorongan konsumen untukmembeli secara impulsif. Diskusi, batasan, dan implikasi juga disajikan dalammakalah ini

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The purpose of this study is to examining how browsing motivation influence

consumer urge to buy impulsively during COVID-19 Pandemic. Based on the

stimulus-Organism-Response (S-O-R) framework and motivation theory, this study

investigated how situation factor ( interpersonal influence, visual appeal and

portability) and reaction factor in m-commerce to examine online impulsive

buying. This study also investigated personality trait impulse buying tendency as a

moderating factor that affect the relationship between browsing motivation and

urge to buy impulsively. the structural equation model was develop to test the

causal effect between variable, we collected data from 368 respondent via online

questionnaire, and carried out analysis using SEM-AMOS. The result indicates that

situation factor differently affect hedonic browsing and utilitarian browsing. While

utilitarian browsing have significant and negatively influence consumer urge to

buy impulsively, whereas hedonic browsing have significant and positively

influence consumer urge to buy impulsively. further impulsive buying tendency

significantly moderates relationship between browsing motivation (utilitarian and

hedonic) and consumer urge to buy impulsively. Discussions, limitations, and

implications are also presented in the paper"

"Penelitian ini bertujuan untuk mengetahui pengaruh personalized ads terhadap impulsive buying pada konsumen wahha dress. Metode penelitian menggunakan kuantitatif dengan teknik purposive sampling. Hasil penelitian menunjukan personalized ads dalam Instagram berpengaruh secara signifikan terhadap motivasi utilitarian dan motivasi hedonis, kemudian motivasi utilitarian dan motivasi hedonis memberikan pengaruh yang tidak signifikan terhadap impulsive buying. Selain itu, terlihat personalized ads brand Wahha Dress memiliki pengaruh langsung secara positif dan signifikan terhadap utilitarian motivation dan hedonic motivation konsumen, utilitarian motivation dan hedonic motivation yang timbul dalam benak konsumen tidak secara signifikan mendorong konsumen untuk membeli produk Wahha Dress, dan personalized ads yang dilakukan oleh Wahha Dress tidak berpengaruh secara langsung serta tidak secara signifikan mendorong konsumen untuk membeli secara impulsif. Berdasarkan analisis deskriptif, penelitian merekomendasikan agar pemasar menitik beratkan atau berfokus pada nilai fungsi dari produk, serta pemasar sebaiknya memberikan strategi harga diskon atau menjual produk dengan harga yang termasuk dalam kategori murah.

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This study aims to determine the effect of personalized ads towards impulsive buying on Wahha Dress consumers. This study method uses a quantitative approach with purposive sampling technique. The results showed that personalized ads on Instagram had a significant effect on utilitarian motivation and hedonic motivation, then utilitarian motivation and hedonic motivation had an insignificant effect on impulsive buying. In addition, it can be seen that Wahha Dress’s personalized ads have a positive and significant direct influence on consumer utilitarian motivation and hedonic motivation, the utilitarian motivation and hedonic motivation that arise in the minds of consumers do not significantly encourage consumers to buy Wahha Dress products, and the personalized ads are carried out. Wahha Dress has no direct effect nor does it significantly encourage consumers to buy impulsively. Based on descriptive analysis, the research recommends that marketers emphasize on the function value of the product, and marketers should provide a discount pricing strategy or sell products at prices that are included in the cheap category."

"Maraknya e-commerce yang muncul di Indonesia membuat adanya persaingan yang cukup ketat. Salah satu perilaku konsumen yang sangat menarik bagi para pemasar adalah impulse buying.Penelitian ini melihat peranan dari atmosfer berbelanja atau lebih dikenal dengan istilah atmospheric cuesyang diwakili oleh e-store content, e-store design dan e-store navigation dalam memengaruhikesenangan berbelanja atau shopping enjoyment dalam menuju dorongan berbelanja impulsif atau urge to buy impulsivelyserta secara bersamaan mampu mengurangi risiko yang terpersepsikan atau perceived risk yang menjadi moderator hubungan antara shopping enjoyment dengan urge to buy impulsively. Penelitian ini menggunakan SEM-PLS dengan aplikasi WarpPLS 3.0. Kuesioner disebar pada 244 responden. Dan menghasilkan atmospheric cues secara utuh memengaruhikesenangan berbelanjadan menghasilkan dorongan berbelanja impulsif, sedangkan di sisi lain hanya e-store content dan e-store navigation yang mampu mengurangi perceivedrisk dalam memoderasi hubungan tersebut.

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E-commercebecome so popular in Indonesia. Impulse buying is a consumer behavior which is important for marketer. The objective of this study was looking tothe role of atmospheric cues whichare representated by the e-store content, e-store design and e-store navigation in influencing shopping enjoyment to create urge to buy impulsively and at the same time atmospheric cues influence the level of perceived risk as moderate variableto the relation between shopping enjoyment and urge to buy impulsively. This research using 244 participants which is a visitor at zalora.co.id. The result comes as the role of atmospheric cues is influencing the shopping enjoyment to create urge to buy impulsively. At the other side only e-store content and e-store navigation decrease the level of perceived risk. And also the perceived risk can moderate the relation between shopping enjoyment and urge."

"ABSTRAKEra yang semakin terbuka dengan informasi memunculkan berbagai tren fashion yang menggeser fungsi utama fashion yang semula hanya sebagai penutup dan pelindung tubuh berubah menjadi lambang status maupun identitas dalam kehidupan sosial bagi sebagian orang, khususnya bagi mahasiswa. Penelitian ini bertujuan untuk mengetahui bagaimana karakteristik lokasi belanja pakaian mahasiswa UI yang terdiri dari image pusat perbelanjaan, klasifikasi fungsi jalan, jumlah trayek angkutan umum, dan jarak dari stasiun KRL berdasarkan motivasi belanja yang diterdiri dari utilitarian dan hedonis. Dalam mencapai tujuan penelitian, digunakan metode analisis deskriptif dengan Microsoft Excel dan analisis kuantitatif dengan uji chi square SPSS dari hasil penyebaran kuisioner dengan teknik purposive sampling. Hasil yang diperoleh dari penelitian ini adalah motivasi belanja mahasiswa dipengaruhi oleh karakteristik lokasi belanjanya, sehingga ada kecenderungan perbedaan karakteristik lokasi belanja pakaian menurut motivasi belanjanya. Motivasi utilitarian yang didominasi oleh mahasiswa laki-laki dengan pendapatan sedang yang memilih pusat perbelanjaan dengan image, murah, jumlah trayek angkutan umum yang sedang, dan dekat dari stasiun KRL. Sedangkan pada motivasi hedonis didominasi oleh mahasiswa perempuan dengan pendapatan tinggi yang memilih pusat perbelanjaan dengan image, elite, jumlah trayek angkutan umum yang rendah dan berjarak jauh dari stasiun KRL.

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ABSTRACTThe ever expanding era with information spawned a variety of fashion trends that shifted the ultimate fashion functionality that was merely a cover and a body protector transformed into a symbol of status and identity in social life for some, especially for students. This study aims to determine how the characteristics of clothing shopping location UI students consisting of the type of shopping center, the classification of road functions, the number of public transport routes, and distance from KRL stations based on spending motivation from utilitarian and hedonis. In achieving the purpose of research, used descriptive analysis method with Microsoft Excel and quantitative analysis with chi square SPSS test of the results of questionnaire distribution by purposive sampling technique. The results obtained from this study is the motivation of student spending is influenced by the characteristics of shopping location, so there is a tendency of differences in the characteristics of clothing shopping location according to the motivation of shopping. A utilitarian motivation dominated by male students with medium income who choose shopping centers with cheap rdquo image, medium number of public transport route, and near from KRL station. While the hedonic motivation is dominated by female students with high income who choose shopping center with ldquo elite rdquo image, the number of public transport route is low and far from KRL station."

"Penelitian ini mengungkapkan pengaruh Approach dan Avoidance motivation terhadap konsumsi hedonis. Sejauh ini banyak penelitian yang berusaha mengungkap penyebab sikap positif terhadap retail seperti berlama-lama di dalam toko, intensintas belanja kembali yang tinggi dan sebagainya. Serta meneliti apa yang memicu sikap negatif terhadap toko seperti tidak betah, enggan mengunjungi toko, dsb. Penelitian ini berusaha mengungkapkan apakah ada pengaruh antara dua sifat dasar manusia terhadap konsumsi hedonis. Penelitian ini juga menunjukkan perbedaan antara pria dan wanita. Hasil dari penelitian ini menunjukkan bahwa approach motivation benar mempengaruhi hedonic shopping value konsumen department store. Sedangkan avoidance motivation tidak mempenagruhi hedonic shopping value konsumen department store.

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This study reveals the influence of approach and avoidance motivation for hedonic consumption. So far a lot of research trying to uncover the cause of a positive attitude towards retail such as lingering in the store, shopping intensity, etc. As well as examining what triggered negative attitude toward the store such as uncomfortable feeling while shopping, reluctant to visit the store, etc.

This study tried to reveal whether there is influence between two basic human motivations to hedonic consumption. This study also shows the differences between men and women in hedonic shopping. The results of this study indicate that the approach motivation really affect hedonic shopping value in department store customers. Otherwise avoidance motivation does not affect hedonic shopping value."

"Penelitian ini bertujuan untuk memahami pengaruh motivasi belanja hedonis (gratification seeking, idea shopping, adventure shopping, social shopping, role play, dan value shopping) pada perilaku pembelian kompulsif produk fashion secara online selama pandemi COVID-19.Penelitian kuantitatif ini menggunakan metode purposive sampling dengan jumlah sampel 278 responden. Data diolah dengan menggunakan metode Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa gratification seeking, idea shopping, adventure shopping, dan social shopping berpengaruh positif terhadap perilaku pembelian kompulsif produk fashion secara online selama pandemi COVID-19. Selanjutnya, value shopping memiliki pengaruh negatif terhadap perilaku pembelian kompulsif produk fashion secara online selama pandemi COVID-19. Sedangkan role play tidak memiliki pengaruh yang signifikan terhadap perilaku pembelian kompulsif produk fashion secara online selama pandemi COVID-19.

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This study aims to understand the effect of hedonic shopping motivation (gratification seeking, idea shopping, adventure shopping, social shopping, role play, and value shopping) on the compulsive buying behavior of online fashion products during the COVID-19 pandemic. This quantitative study uses the purposive sampling method with a sample of 278 respondents. The data was processed using the Structural Equation Modeling (SEM) method. The results showed that gratification seeking, idea shopping, adventure shopping, and social shopping had a positive effect on the compulsive buying behavior of online fashion products during the COVID-19 pandemic. Furthermore, value shopping has a negative influence on the compulsive buying behavior of online fashion products during the COVID-19 pandemic. Meanwhile, role play does not have a significant influence on the compulsive buying behavior of online fashion products during the COVID-19 pandemic."