Hedonism Atau Utilitarianism Yang Paling Berpengaruh Dalam Memediasi Atribut Produk Terhadap Keputusan Pembelian Impulsif Di Zalora

Abstract

This research explains the influence of product attributes (variety of selection and price attributes, and sensory attributes) on web browsing hedonism, web browsing utilitarianism, and impulsive buying at Zalora. An online questionnaire was used as a primary data collection instrument. Purposive sampling was used as a sampling technique with 100 final respondents. Hypothesis testing used the Partial Least Square (PLS) analysis technique using SmartPLS 3. The results of the study showed that variety of selection and price attributes had a positive and significant effect on web browsing hedonism and web browsing utilitarianism. Meanwhile, sensory attributes have no effect on web browsing hedonism and web browsing utilitarianism. Variety of selection has a negative and significant effect on online impulsive buying. Price attributes, sensory attributes and web browsing hedonism have a positive and significant effect on impulsive buying. Meanwhile, web browsing utilitarianism has no effect on impulse buying. Web browsing hedonism was found to mediate the influence of variety of selection and pricing policies on online impulsive buying. Meanwhile, web browsing utilitarianism is not a mediating variable for the influence of product attributes on impulsive buying.