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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 :
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.

Abstrak :
Penelitian ini bertujuan untuk menguji pengaruh motivasi belanja utilitarian dan motivasi belanja hedonic terhadap purchase intention pada konsumen belanja online. Partisipan penelitian ini merupakan mahasiswa yang pernah berbelanja online, sejumlah 289 orang. Motivasi belanja utilitarian dan motivasi belanja hedonic diukur dengan alat ukur Utilitarian Motivation dan Hedonic Motivation yang disusun oleh Tsao dan Chang (2010). Purchase intention diukur dengan alat ukur Purchase Intention yang disusun oleh Topaloglu (2012). Hasil utama penelitian ini menunjukkan bahwa motivasi belanja utilitarian dan motivasi belanja hedonic memiliki pengaruh yang signifikan terhadap purchase intention pada konsumen belanja online. Walaupun kedua motivasi ini memiliki pengaruh yang signifikan, motivasi belanja utilitarian lebih mempengaruhi purchase intention pada konsumen belanja online dibandingkan motivasi belanja hedonic. ......This research aimed to examine the influence of utilitarian and hedonic shopping motivations on purchase intention among online shopping consumer. Participants of this research were undergraduate students who have online shopping experience, with the amounts of 289 participants. Utilitarian and hedonic shopping motivations were measured using Utilitarian and Hedonic Motivation measurement items developed by Tsao and Chang (2010). Purchase intention was measured using Purchase Intention measurement items developed by Topaloglu (2012). The main result of this research showed that utilitarian and hedonic shopping motivations have significant impact on purchase intention among online shopping consumer. While both of these motivations have significant impact, utilitarian shopping motivation has more influence on purchase intention than hedonic shopping motivation among online shopping consumer.