The Influence of Utilitarian, Hedonic, and Social Values on Purchase Decisions During Live Streams Fashion Product ( A Survey of Gen Z Women on TikTok in Bandar Lampung)

Wilda Eka Purnama; Hartono; Mediya Destalia

doi:10.63922/ijebir.v5i04.5276

Wilda Eka Purnama Bussines Administration, University of Lampung
Hartono Bussines Administration, University of Lampung
Mediya Destalia Bussines Administration, University of Lampung

DOI: https://doi.org/10.63922/ijebir.v5i04.5276

Keywords: live streaming, TikTok, utilitarian value, hedonic value, social value, purchase decision.

Abstract

The growing use of TikTok attribute live streaming is currently being leveraged as a marketing tool for fashion products that are highly sought after by Gen Z women. This has led to increasingly fierce competition among businesses. The purpose is to find out how utilitarian, hedonic value, and social values influence purchasing decisions during live streams of fashion products among Gen Z women TikTok users in Bandar Lampung. This is an explanatory study using a quantitative. Data collection was conducted by distributing questionnaires to 389 respondents using multiple linear regression with SPSS. The results of the analysis confirm that utilitarian value, hedonic value, and social value a positive and significant have impact on purchasing decisions, both when tested individually and collectively. These findings indicate that when consumers experience greater functional benefits, emotional experiences, and social value during live streams, this can encourage them to decide to purchase fashion products.

References

Alfiansyah, M., & Nurlinda, R. A. (2023). Pengaruh Utilitarian Value, Hedonic Value, Citra Merek Terhadap Keputusan Pembelian. 1(4), 298–327. https://doi.org/https://doi.org/10.54066/jrime.v1i4.798
Amirah, N., Risandi, A., & Aprillia, A. (2025). Eksplorasi Hedonic dan Utilitarian Value dalam Meningkatkan Niat Pembelian Konsumen di Live Streaming TikTok. 8, 5186–5191. https://doi.org/https://doi.org/10.54371/jiip.v8i5.7781
Arsyad, M., Faruq, A., Bassalamah, M. R., & Sudaryanti, D. (2023). Hedonic Values and Utilitarian Values to Improve Behavioral Intentions and Consumer Satisfaction on Product. 5(3), 319–333. https://doi.org/https://doi.org/10.34306/att.v5i3.345
Azzahra, S., Putri, A., Ningrum, N. K., Tria, L., & Hutami, H. (2026). The Effect Of Hedonic Value And Utilitarian Value On Purchase Intention With Emotional Pleasure As An Intervening Variable Towards Tiktok Influencers. 6(1), 180–198. https://doi.org/10.37531/amar.v6i1.3547
Cai, Z., & Cai, Y. (2024). The Impact of Immersive Experiences on Consumer Purchase Intentions in E-Commerce Live Streaming : An Examination of Hedonic , Utilitarian , and Social Values. https://doi.org/https://so06.tci-thaijo.org/index.php/jomld/article/view/276793
Firlyani, R. A., & Millanyani, H. (2023). The Impact Of Utilitarian , Hedonic , And Social Value On Purchase Intention Through Customer Trust In Live Streaming : A Study Of Wardah Beauty Products On Tiktok. 636–643. https://doi.org/10.46729/ijstm.v6i4.1319
Gozali, A. (2024). Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Konsumen. Jubisma, 6(1), 1–6. https://doi.org/10.58217/jubisma.v6i1.128
Neda Irani, &, & Hanzae, K. H. (2011). The Effects of Variety-seeking Buying Tendency and Price Sensitivity on Utilitarian and Hedonic Value in Apparel Shopping Satisfaction. 3(3), 89–103. https://doi.org/10.5539/ijms.v3n3p89
Perangin, D. A., Falah, A. M., & Maylaningrum, V. N. (2023). Perspective Of Generasi Z Fashion As Manifestation Of Social Constructionism. 1–12. https://doi.org/10.37715/moda.v4i2.2083
Putri, A. S., & Pinandito, A. (2023). Pengaruh Utilitarian Value dan Emotional Value terhadap Impulsive Buying melalui Kepercayaan Konsumen pada E-Commerce di Indonesia. Jurnal Pengembangan Teknologi Informasi Dan Ilmu Komputer, 7(4), 1921–1928. http://j-ptiik.ub.ac.id
Ramadhani, O., & Khoirunisa. (2025). Generasi Z dan Teknologi : Gaya Hidup Generasi Z di Era Digital. 3. https://doi.org/https://doi.org/10.54066/jupendis.v3i1.2916
Rasta, B. B., & Sumardjijati. (2024). Komunikasi Persuasif dalam Fitur TikTok Live Streaming pada Perilaku Impulsive Buying Generasi Z. 7(September), 9679–9687. https://doi.org/https://doi.org/10.54371/jiip.v7i9.5895
Sebastian, A., & Pramono, R. (2021). Pengaruh Perceived Value, Kepuasan Pelanggan, Kepercayaan Pelanggan Terhadap Loyalitas Pelanggan Pada Outlet Nike Di Jakarta. Fair Value: Jurnal Ilmiah Akuntansi Dan Keuangan, 4(3), 698–711. https://doi.org/10.32670/fairvalue.v4i3.730
Shaadiqiin, M., & Sari, A. Y. (2024). Pengaruh Utilitarian Value, Hedonic Value, dan Social Value terhadap Continuance Purchase Intention Dimediasi Trust in Streamer pada Live Streaming TikTok Shop. 4(4), 27–45. https://doi.org/https://doi.org/10.58578/aldyas.v4i1.4083
Subakti, A. G., Adriyanto, H., & Chaterin. (2022). Pengaruh Nilai Utilitarian dan Hedonik terhadap Keputusan Pembelian di Restoran Chan Wei Jakarta. 5(1), 90–98. https://doi.org/https://doi.org/10.1108/bpmj02-2015-0022
Wu, Y., & Huang, H. (2023). Influence of Perceived Value on Consumers ’ Continuous Purchase Intention in Live-Streaming E-Commerce — Mediated by Consumer Trust. https://doi.org/https://doi.org/10.3390/su15054432
Yusa, V. De. (2023). The Influence of Hedonic Values and Utilitarian Values on Intention to Purchase Local Bags in Generation Z Women. 3, 111–121. https://doi.org/https://doi.org/10.35912/rambis.v3i2.2463
Zhang, H., Zheng, S., & Zhu, P. (2024). Why are Indonesian consumers buying on live streaming platforms? Research on consumer perceived value theory. Heliyon, 10(13), e33518. https://doi.org/10.1016/j.heliyon.2024.e33518