INTERPERSONAL FACTOR AS ANTECEDENT OF HEDONIC MOTIVATION AND UTILITARIAN MOTIVATION, AND THEIR IMPACT ON ONLINE IMPULSIVE BUYING

Indria Wiejayanti, Wisnu Prajogo, Mohamad Miftachul Kamal, Endang Sri Utami, Ahmad Amirudin

Abstract


Purpose: This research aims to determine the influence of interpersonal factor to utilitarian and hedonic motivation in online shopping and their impact on online impulsive buying, Methods: This research use primary data. Data acquired with google form using purposive sampling method, Analysis data: SEM PLS yang utilized to test the hypotheses. First model fit was examined then hypotheses were tested., Result and discussions: Main findings of this research is interpersonal factor influences hedonic and utilitarian motivation in online shopping and those two motivations influence online impulsive buying.

Keywords


Interpersonal factor; hedonic motivation; utilitarian motivation; online impulsive buying

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