The Effect of Hedonic Shopping Value on The Impulse Buying of Fashion Products of Generation Z

  • Bintoro Bagus Purmono Faculty of Economics and Business, Universitas Tanjungpura
  • Ramadania Ramadania Universitas Tanjungpura
Keywords: Fashion Products; Generation Z; Hedonic Shopping Value; Impulse Buying


Impulse buying has been an interesting discussion for more than half a century in various domains of study by business persons and researchers. The massive impulse buying done by consumers and higher profits gained by businesspersons are some of the reasons why impulse buying research needs to be done. Generation Z is one of the consumer groups that is believed to have the potential to do impulse buying. The high number of the population, the strong influence on family purchasing decisions, the fond of shopping, and the power of purchasing are the compelling reasons to further examine the impulse buying of generation Z. Internal factors,hedonic shopping value, can be the causes of impulse buying done by generation Z. This research aimed at determining the effect of hedonic shopping value on the impulse buying of fashion products of generation Z. The research method used in this research was causal research. The data was presented and analyzed using quantitative method. The data was collected by distributing questionnaires to 300 persons of generation Z that has been selected with purposive sampling method.  The results of the research based on calculations using SEM AMOS 24 showed that hedonic shopping values had a positive and significant effect on the impulse buying of fashion products of generation Z.


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How to Cite
Purmono, B., & Ramadania, R. (2021). The Effect of Hedonic Shopping Value on The Impulse Buying of Fashion Products of Generation Z. Journal of Research in Business, Economics and Management, 16(1), 31-40. Retrieved from