Social Commerce dalam Perspektif Gen Z: Nilai Hedonik, Persepsi Kemudahan, dan Emosi Konsumen sebagai Determinan Pembelian Impulsif Melalui Kepercayaan sebagai Mediasi

Aditya Pandowo, Stefani Angmalisang, Nova Mamuaya

Abstract


The current research aims (1) to determine the determinants of trust and impulsive buying derived from hedonic value, perceived of ease, and consumer emotions, and (2) to explore the role of trust as mediation in explaining the relationship of hedonic value, convenience perception, and consumer emotions to impulsive buying. Primary data was obtained through the distribution of questionnaires on samples taken by the purposive sampling method with criteria derived from generation Z (17-26 years) who made online purchase transactions at least twice. Hypothesis testing of 193 respondent data was carried out after going through instrument testing. The test results show that trust is determined by the perceived of ease, and impulsive buying is predicted by hedonic value, perceived of ease, and consumer emotions. Additional findings suggest the role of trust as a mediator between perceived of ease and impulse buying. Research results can be a contribution for practitioners and academics in stimulating trust and impulse buying.

Keywords


consumer emotion; hedonic value; impulsive buying; perceived of ease; trust

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DOI: http://dx.doi.org/10.33087/ekonomis.v10i2.1698

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