Impulsiveness in Online Era: The Role of Utilitarian and Hedonic Value on Impulsiveness and Impulse Buying Behavior of Batam Community

Abstract

This study aims to analyze the impulse buying behavior of the Batam City community by examining Utilitarian and Hedonic values that arise due to browsing and online reviews, as well as the influence of a person's impulsiveness. This study used a questionnaire as an instrument of research data collection which obtained 158 research samples who were residents of Batam City. Furthermore, the data is processed and analyzed using the SmartPLS 3.0 program. The results of testing and processing research data identify the influence of impulsiveness and hedonic values on impulse buying behavior, the effect of hedonic values on browsing, and the impact of mediation by browsing on the indirect relationship between hedonic values and impulse buying behaviors. But the results of this study also show a different outcome, namely where utilitarian values do not affect browsing and impulse buying behavior of Batam Community, as well as browsing which shows no mediation impact on the relationship.

Can Interest in Using Paylater Mediate Impulse Buying Behavior Online?

“…This causes self-satisfaction because you can immediately have the product easily so that unconsciously it triggers impulsive shopping habits or patterns. The findings of this study are supported by findings Cuandra (2022); Sari (2021); Wulandari & Damayanti (2022) that interest in using paylater has a positive and significant influence on online impulsive buying behaviour.…”

“…Through the website Katadata Media Network the popularity of e-commerce in Indonesia is proven based on databoxes showing the number of e-commerce visitors is always increasing with Shopee taking first place as the e-commerce with the most visitors for the August 2022 period with 171.2 million visits. E-commerce has features that offer convenience, one of which is the feature of paying credit in installments known as a paylater (Cuandra, 2022).…”

“…Then, influenced by a hedonic lifestyle through research Aprilia & Mahfudzi (2020); Ayu et al (2021) ;Hilmi Dzul & Yeyen (2021). Other researchers found that online impulsive behaviour is influenced by interest in using paylater, namely research Cuandra (2022); Sari (2021); Wulandari & Damayanti (2022).…”

Is Wise? Use the Paylater Feature During a Pandemic Period

“…When consumers see the products being sold, they engage in impulsive buying, which involves making unplanned purchases on the spur of the moment. Impulsive purchasing is consistent with Cuandra's research from 2022, which suggests that consumer intention to use a pay later has a significant positive relationship with impulsive purchasing [15]. This occurs because using a pay later dramatically streamlines the process of buying goods.…”

The Mediation Role of Shopping Lifestyle and Moderation Role of Payletter on the Impact of Hedonic Shopping Motivation on Implicit Buying

“…(Verhagen & Van Dolen, 2011). However, on the other hand, some previous studies have shown that hedonic shopping motivation does not always have a significant positive impact on impulse buying (Park et al, 2006); (Arul Rajan, 2020); (Azizi et al, 2019); (Erdem & Yilmaz, 2021); (Cuandra, 2022). Research (Laili et al, 2023) conducted on tokopedia customers in Indonesia shows that hedonistic motivation does not affect impulsive purchases, this is because online shopping in Tokopedia does not result in impulsive purchase.…”