THE ROLE OF IMPULSIVE BUYING AS A MEDIATOR IN THE INFLUENCE BETWEEN HEDONIC AND UTILITARIAN MOTIVES ON COMPULSIVE BUYING IN E-COMMERCE

This study aims to analyze the role of impulse buying as a mediation in the relationship between hedonic motivation and utilitarian motivation on compulsive buying among e-commerce users. The research method used is a quantitative approach with the application of Structural Equation Modeling (SEM) through SmartPLS 4.0 software. Data was obtained through an online survey involving 201 respondents from Gen Z in Pekalongan. The results showed that hedonic motivation does not have a significant effect directly on compulsive buying but has a significant influence through impulsive buying which functions as a full mediation. In contrast, utilitarian motivation has a direct influence on compulsive buying, but is not mediation by impulsive buying. In addition, impulse buying shows a positive and significant influence on compulsive buying, indicating that individuals who tend to make impulsive purchases are more prone to compulsive shopping behavior.