The Role Of Religiosity On Hedonic To Juvenile Impulse Buying In Tiktok Online Shopping

Abstract

Religiosity is considered capable of inhibiting someone from making unplanned purchases. Hedonic behavior is considered to influence someone to make unplanned purchases. This research will examine consumer motivation in making unplanned purchases based on hedonic behavior which is influenced by religiosity. The method used is quantitative. SmartPLS is used as an analysis tool. The sample in this study was 100 young people who made unplanned purchases on e-marketplaces or other online shopping. The results of this study show that hedonic influences impulse buying, religiosity has no influence on impulse buying and religiosity cannot weaken the influence of hedonic on impulse buying.