Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengukur pengaruh materialsm dan utilitarian value terhadap impulsive buying yang dimediasi oleh brand attachment pada konsumen shopee di kota banda aceh. sampel yang digunakan pada penelitian ini adalah konsumen shopee di kota banda aceh yang berjumlah 220 responden. peralatan pengumpulan data yang digunakan dalam penelitian ini adalah kuisioner. teknik pengambilan sampel yang digunakan adalah purposive sampling. structural equation modelling (sem) digunakan sebagai metode analisis untuk mengetahui pengaruh antar variabel-variabel yang terlibat. berdasarakan hasil analisis sem mengidentifikasi bahwa materialsm berpengaruh positif terhadap impulsive buying, utilitarian value tidak berpengaruh signifikan terhadap impulsive buying, materialsm berpengaruh positif terhadap brand attachment, utilitarian value berpengaruh positif terhadap brand attachment, brand attachment berpengaruh positif terhadap impulsive buying, brand attachment memediasi pengaruh materialsm terhadap impulsive buying, dan brand attachment memediasi pengaruh utilitarian value terhadap impulsive buying.

This study aims to measure the effect of materialsm and utilitarian value onimpulsive buying mediatedby brand attachment to shopee consumers in the city of Banda Aceh. The sample use rhe research is shopee consumers in indonesia the city of Banda Aceh, Amounting to 220 respondents. Data collection equipment that used in this research is a questionnaire. The sampling technique that used is purposive sampling Structural Equation Modeling(SEM) was used as an analytical method to determine the effect between the variables involved. Based on the results of the SEM analysis identified that Materialsm has a positive effect on impulsive buying, utilitarian value has an did not find a significant effect on brand attachment, brand attachment has a positive effect on impulsive buying, brand attachment mediates the effect of materiaslm on impulsive buying, and brand attachment mediates the influence of utilitarian value on impulsive buying.