HEDONIC SHOPPING VALUE DAN SHOPPING LIFESTYLE TERHADAP IMPULSIVE BUYING
DOI:
https://doi.org/10.51903/dinamika.v6i2.1468Keywords:
hedonic shopping value, shopping lifestyle, impulsive buying, shopee, SEMAbstract
This study examines the effects of Hedonic Shopping Value and Shopping Lifestyle on Impulsive Buying among Shopee users in Boyolali Regency, Indonesia. A quantitative survey involved 150 purposively selected respondents. Data were analyzed using Structural Equation Modeling (SEM) in AMOS 26. The structural model showed acceptable fit (Probability=0.192, RMSEA=0.023, TLI=0.992, CFI=0.992, NFI=0.905, CMIN/DF=1.077); GFI=0.871 indicated marginal fit. Hedonic Shopping Value had a positive, significant effect on Impulsive Buying (Estimate=0.525, CR=6.291, p<0.001). Shopping Lifestyle also had a positive, significant effect (Estimate=0.451, CR=5.169, p<0.001). The standardized total effect was greater for Hedonic Shopping Value (0.507) than for Shopping Lifestyle (0.402). Findings are limited by the local setting and purposive sampling.
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