THE HEDONIC CONFORMITY AND IMPULSIVE TENDENCIES ON THE CONSUMER BEHAVIOR OF THE PEOPLE IN CENTRAL TERNATE CITY MEDIATED BY CONSUMER LIFESTYLE
DOI:
https://doi.org/10.51804/econ12.v7i2.16799Abstract
This research used a sample of 135 respondents determined using the Random Sampling technique
where the sample in this research consisted of respondents who had different characteristics at
different levels of society in Central Ternate City. The data analysis method used in this research is
SPSS and PLS (Partial Least Square) with analysis test tools using IBM SPSS Statistics 20 and
SmartPLS version 3.0. From the results of hypothesis testing and discussion, the following
conclusions can be drawn from this research: Hedonic conformity partially has a positive and
significant effect on the consumptive behavior of the people of Central Ternate, this shows that the
existence of hedonic conformity that occurs in the people of Central Ternate is positive, and the
implications of hedonic conformity give rise to actions in consuming (consumptive behavior). The
partial impulsive tendency does not have a positive and significant influence on consumer behavior,
meaning that before making a purchase, the people of Central Ternate city have thought about
planned actions regarding the goods they will buy. The limitations of this research are that hedonic
conformity partially has a positive and significant effect on the consumptive behavior of the people
of Central Ternate. This shows that the existence of hedonic conformity that occurs in the people of
Central Ternate is positive, and the implications of hedonic conformity give rise to actions in
consuming (behavior consumptive). The partial impulsive tendency does not have a positive and
significant influence on consumer behavior, meaning that before making a purchase, the people of
Central Ternate city have thought about planned actions regarding the goods they will buy. Hedonic
conformity partially has a positive and significant effect on the consumer lifestyle of the people of
Central Ternate, this shows that there is a strong influence from the group on the choice of products
or goods to be purchased.
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