Pengaruh Hedonic Value Dan Utilitarian Value Terhadap Impulse Buying Di Mediasi Oleh Shopping Life Style Pada Industri Kulit Sidoarjo

Abstract

Sidoarjo, is a region that was hit by a national disaster, in the form of mud, giving an image to the community, that the disaster had a negative impact on the existence of small industrial centers located in Tanggulangin, and has been the mainstay of leather bags and suitcases in Sidoarjo. The level of public purchases of bags and luggage shows a downward trend since the occurrence of the disaster. Realizing the existence of these consequences, efforts need to be raised again giving stimulus to the wider community to shop at the Bag and Suitcase Industry Center in Tanggulangin, Sidoarjo. This research requires data and information from respondents, namely consumers of leather products who shop at the Tanggulangin Leather Industry Center in Sidoarjo.The purpose of this study was to find out that Hedonic and Utilitarian Value directly influence Impulse Buying. To find out the Hedonic Value has an indirect effect on Impulse Buying through shopping lifestyle, to find out the Utilitarian Value has an indirect effect on Impulse Buying through shopping lifestyleTo test the influence of intervening variables, Path Analysis method is used. Path analysis is an extension of multiple linear regression analysis that serves to estimate causality between variables that have been previously determined. In this study there are 4 variables that will be analyzed such as HedonicValue, Utilitarian Value, Shopping Lifestyle towards Impulse Buying with Shopping Lifestyle as an intervening variable.Keywords : Hedonic Value, Utilitarian Value, Shopping Lifestyle, and Impulse BuyingCorrespondence to : kridoeko@gmail.com ABSTRAK Sidoarjo, merupakan wilayah yang terkena bencana nasional, berupa lumpur , memberikan image kepada masyarakat, bahwa bencana tersebut memberikan dampak negatif terhadap keberadaan sentra industri kecil yang terletak di Tanggulangin, dan selama ini menjadi andalan industri Tas dan Koper dari kulit di sidoarjo. Tingkat pembelian masyarakat atas produk tas dan koper menunjukkan kecenderungan menurun sejak terjadinya bencana tersebut. Menyadari akan adanya akibat tersebut, perlu upaya –upaya mengangkat kembali memberikan stuimulus kepada masyarakat luas untuk berbelanja di Sentra Industri Tas dan Koper di tanggulangin,Sidoarjo. Penelitian ini memerlukan data dan informasi dari responden yaitu konsumen produk kulit yang berbelanja di Sentra Industri Kulit Tanggulangin Sidoarjo.Tujuan dalam penelitian ini adalah Untuk mengetahui Hedonic dan Utilitarian Value berpengaruh langsung terhadap Impulse Buying , Untuk mengetahui Hedonic Value berpengaruh tidak langsung terhadap Impulse Buying melalui shopping lifestyle, Untuk mengetahui Utilitarian Value berpengaruh tidak langsung terhadap Impulse Buying melalui shopping lifestyleUntuk menguji pengaruh variabel intervening digunakan metode analisis jalur (Path Analysis). Analisis jalur merupakan perluasan dari analisis regresi linear berganda yang berfungsi untuk menaksir hubungan kausalitas antar variabel yang telah ditetapkan sebelumnya. Dalam penelitian ini ada 4 variabel yang akan dianalisis parameternya yaitu HedonicValue , Utilitarian Value, Shopping Lifestyle terhadap Impulse Buying dengan Shopping Lifestyle sebagai variabel intervening.Kata kunci : Hedonic Value, Utilitarian Value, Shopping Lifestyle, dan Impulse Buying Korespondensi : kridoeko@gmail.com

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

“…It can be concluded that the hedonic value requires browsing to influence the impulse buying behavior of online consumers. This study shows results that are in line with research by Prihatiningsih and Estiasih (2020) and Cahyono (2019).…”

“…So that impulse buying behavior does not appear or be influenced by utilitarian values, because purchases based on utilitarian values are usually planned and allocated efficiently to the funds to be issued. The results of the study are in line with research by Cahyono (2019).…”

“…Impulsiveness analysis of consumers can be seen from how high their hedonic value that a person's hedonic level can reflect their emotional value and opportunities in shopping. When someone has a high level of hedonic value, they are more motivated both in terms of needs, pleasure, or just emotional and social satisfaction factors (Cahyono, 2019). Zhang et al (2018), Ratnasari (2019), Hong et al (2021) Ningsih and Andjarwati (2021) state that there is a relationship between utilitarian values, hedonic values, and impulsiveness to impulse buying behavior by using browsing factors as mediation variable.…”