PENGARUH HEDONIC SHOPPING VALUE DAN UTILITARIAN VALUE TERHADAP IMPULSE BUYING DENGAN SHOPPING LIFESTYLE SEBAGAI VARIABEL MEDIASI PADA KONSUMEN SHOPEE (Studi pada mahasiswa di Universitas Muhammadiyah Ponorogo Jurusan Manajemen)

This study aims to determine whether hedonic shopping value and utilitarian value affect impulse buying with shopping lifestyle as a mediating variable for shopee consumers. The method used in this research is quantitative. The data was obtained by distributing questionnaires to the respondents. The population in this study were all students majoring in management at the University of Muhammadiyah Ponorogo class of 2017-2020. The sample used was 100 students with simple random sampling technique. The results of this study indicate that: (1) There is a positive and significant effect of hedonic shopping value (X1) on impulse buying (Y) on shopee consumers. (2) There is no effect of utilitarian value (X2) on impulse buying (Y) on shopee consumers. (3) There is a positive and significant influence on shopping lifestyle (Z) on impulse buying (Y) on shopee consumers. (4) There is a positive and significant effect of hedonic shopping value (X1) on shopping lifestyle (Z) on shopee consumers. (5) There is a positive and significant effect of utilitarian value (X2) on shopping lifestyle (Z) on shoppe consumers. (6) Hedonic shopping value (X1) has an effect on impulse buying (Y) through shopping lifestyle (Z) for shopee consumers. (7) Utilitarian value (X2) has an effect on impulse buying (Y) through shopping lifestyle (Z) on shopee consumers