Keywords
Hedonic Value
Impulsiveness
Abstract
This study aims to examine the influence of Shopping Lifestyle and Hedonic Value on Impulsiveness in online shopping behavior among Management students of Universitas Sam Ratulangi (Unsrat), Class of 2020. Shopping Lifestyle refers to the lifestyle associated with consumption patterns, shopping habits, and individual preferences, while Hedonic Value is related to the perceived value derived from the shopping experience, particularly those that provide emotional pleasure and entertainment. Impulsiveness refers to the tendency of individuals to make spontaneous purchases without careful planning. The research method used is a quantitative approach with a descriptive and associative research design. The population of this study consists of 415 Management students of Unsrat, Class of 2020, with quota sampling technique applied. Data analysis was conducted using multiple linear regression with the aid of SPSS version 27 software. The results show that, overall, Shopping Lifestyle and Hedonic Value have a significant influence on Impulsiveness in online shopping behavior. However, on a partial basis, Shopping Lifestyle does not have a significant effect on Impulsiveness, while Hedonic Value has a significant positive influence on Impulsiveness.
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