Analisis Pengaruh Utilitarian Value dan Hedonic Terhadap Keputusan Pembelian Yang Tidak Direncanakan Pada Online Shopping

The aim of this research to analyze influence of life style and perceived brand value to create buying decisionthrough online shopping. Empiciral studies at branded fashion products. The population of this research is all students of Muhammadiyah University of Surakarta. The technique sampling in this research is purposive sampling by take 100 respondences. Data collection method using field study in form of personal questionnaire. Analysis tools in this research uses multiple linear regression. Based on the result are found some finding, the first is life style has significant influence to create buying decision through online shoppingand the second is perceived brand value has significant influence to create buying decisionthrough online shopping Keywords:Utilitarian Value, Hedonic, and Unplanned Purchase