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Abstrak :
Perkembangan teknologi saat merubah perilaku masyakarat yang cendrung senang berbelanja melalui pasar digital atau e commere. Sehingga Penelitian ini bertujuan untuk menganalisis pengaruh perubahan perilaku konsumen dengan motivasi belanja hedonic dan utilitarian motivasi serta product browsing terhadap online impulsif buying (pembelian impulsif) dengan produk browsing sebagai variabel mediasi produk kosmetik dan fashion konsumen Shopee Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan 150 kusioner secara online dan offline apakah konsumen shopee Jabodetabek pernah melalukan pembelian tidak terencana khususnya produk fashion dan kosmetik. Penentuan sampel dilakukan dengan non-probability dengan purposive sampling. Teknis analisis data yang digunakan dalam penelitian ini adalah Analisis Structural Equation Modelling (SEM) menggunakan smartpls3. Hasil penelitian ini bahwa motivasi belanja hedonic dan utilitarian serta product browsing memiliki pengaruh terhadap online impulsif buying dengan product browsing sebagai variabel mediasi. ......he development of technology when changing peoples behavior tends to love shopping through digital markets or e commerce. So this study aims to analyze the effect of changes in consumer behavior by motivating hedonic shopping and utilitarian motivation as well as product browsing on impulsive online buying with browsing products as a mediating variable for cosmetics and fashion products of Jabodetabek Shopee consumers. This research uses a quantitative approach by spreading 150 online and offline questionnaires whether Jabodetabek shopee consumers ever pass unplanned purchases, especially fashion and cosmetic products. Determination of the sample is done by non probability with purposive sampling. The data analysis technique used in this study is Structural Equation Modeling (SEM) Analysis using smartpls3. The results of this study that the motivation of hedonic and utilitarian shopping and product browsing have an influence on impulsive buying online with product browsing as a mediating variable.

Abstrak :
Metode self-service menjadi alternatif bagi perusahaan yang mengalami masalah ketidakpuasan customer. Namun, seiring dengan meningkatnya perusahaan yang menerapkan metode self-service, penelitian yang membahas mengenai metode ini masih fokus pada nilai utilitarian atau mementingkan fungsionalitas dan aspek kognitif dalam berbelanja. Padahal, dalam berbelanja customer tidak hanya didasarkan oleh nilai utilitarian, namun juga nilai hedonic yang fokus pada aspek personal dan emosional dalam berbelanja. Penelitian ini melihat bagaimana nilai hedonic dan nilai utilitarian dapat mempengaruhi perasaan delighted yang dirasakan customer ketika berbelanja dengan metode self-service. Customer delight dalam penelitian ini merepresentasikan reaksi berupa kepuasan yang lebih kuat dibandingkan dengan customer satisfaction. Terdapat variabel-variabel lain dalam penelitian ini, yakni Task Uncertainty, Servicescape, Perceived Control, Perceived Time Pressure, Efficiency dan Fun. Dengan subjek penelitian IKEA Indonesia, sampel penelitian ini adalah customer IKEA Indonesia dengan usia minimal 18 tahun, mengunjungi dan berbelanja di IKEA Indonesia dalam 3 bulan terakhir. Peneliti menggunakan analisis Structural Equation Modelling SEM . Hasil penelitian ini memperlihatkan bahwa customer delight yang dirasakan oleh customer dipengaruhi oleh fun yang mereka rasakan ketika berbelanja.

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Self service method is considered as one of the alternative for company who is facing unsatisfaction problems since self service allows customer to go shopping with their own phase. However, as number of company who adopted self service method increased, research that adressess this method are still focuses on utilitarian value of self service. That being said, they emphasizes functionality and cognitive aspects of self service shopping experiece. In fact, utilitarian value was not the only motivation that drives customer to go shopping. There rsquo s also hedonic value that is focueses on personal and emotional aspects of shopping. This study looks at how hedonic and utilitarian value can affect the customers delight in self service shopping. In this study, customer delight is a form of positive reaction that is stronger than customer satisfaction. There are other variables in this research, namely Task Uncertainty, Servicescape, Perceived Control, Perceived Time Pressure, Efficiency, and Fun. With IKEA Indonesia as the research subject, this research rsquo s sample is IKEA Indonesia rsquo s customer with minimum age 18 years old who visit and shop at IKEA Indonesia in the last 3 months. Structural Equation Modeling SEM analysis is used in this research. The research shows that customer delight spositively influenced by the fun that customer experienced when they were shopping.

Abstrak :
Penelitian ini bertujuan untuk mencari tahu pengaruh dari motivasi belanja hedonic, motivasi belanja utilitarian, dan motivasi belanja social terhadap purchase intention pada konsumen pembeli skin di game Mobile Legends. Secara spesifik, partisipan penelitian ini adalah pengikut akun twitter @MLBBFESS yang pernah membeli skin di game Mobile Legends, sejumlah 130 orang. Motivasi belanja hedonic, motivasi belanja utilitarian, motivasi belanja social, dan purchase intention diukur menggunakan alat ukur yang disusun oleh Chang, dkk (2019). Hasil utama penelitian ini menunjukkan bahwa motivasi belanja hedonic dan social memiliki pengaruh yang signifikan terhadap purchase intention pada konsumen pembeli skin game Mobile Legends. Di mana motivasi hedonic dianggap lebih berpengaruh dibandingkan motivasi social. Sedangkan motivasi utilitarian dianggap tidak memiliki pengaruh yang signifikan terhadap purchase intention pada konsumen pembeli skin game Mobile Legends ......This research aimed to examine the influence of hedonic, utilitarian, and social shopping motivations on purchase intention among Mobile Legends skin consumer. Specifically, the participant in this research were 130 people who have skin shopping experience and following @Mlbbfess Twitter account. In this research, the three shopping motivations – hedonic, utilitarian, social, and purchase intention was developed by Chang et al., (2019). The main result of this research showed that hedonic and social shopping motivations have significant impact on purchase intention among skin consumers on Mobile Legends game. Where hedonic motivations tend to be more impactful than social motivations. On the other hand, the result showed that there is no significant impact between utilitarian motivations on purchase intention among skin consumers on Mobile Legends Game.