Effect of Utilitarian Value, Hedonic Value, and Symbolic Value on Purchase Decision in Shopee Live Streaming at Ladyfame Official Shop
DOI:
https://doi.org/10.59653/jbmed.v3i02.1666Keywords:
utilitarian value, hedonic value, symbolic value, purchase decision, Shopee LiveAbstract
The fashion industry in Bandar Lampung continues to grow alongside technological advancements. One strategy to boost sales is the use of live streaming features on marketplaces. Ladyfame, a fashion-focused online shop, utilizes this feature through Shopee Live. This study aims to examine the influence of utilitarian value, hedonic value, and symbolic value on purchase decisions during Shopee Ladyfame Official Shop’s live streaming. This research is explanatory and uses a quantitative approach. The population consists of Ladyfame consumers in Indonesia who have watched and made purchases via Shopee Live. A sample of 96 respondents was selected using purposive sampling and the Cochran formula. Data analysis was conducted using multiple linear regression with SPSS version 29. The results of this study reveal that both partially and simultaneously, utilitarian value, hedonic value, and symbolic value have a positive and significant influence on purchase decisions during Shopee live streaming at Ladyfame Official Shop. Based on these findings, it is recommended that Ladyfame enhance the informative and efficient aspects of product presentation in live streaming sessions, such as through clear product descriptions, detailed demonstrations, and easy purchasing access. For future researchers, it is recommended to expand the research model by including other variables such as trust in influencers, price perception, and visual streaming quality, which may influence purchase decisions.
Downloads
References
Ahdiat, A. (2024). Jumlah Pengunjung Situs E-Commerce Indonesia (September 2024). Databoks. website: https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/670 7a97780b2b/jumlah-pengunjung-situs-e-commerce-indonesia-september-2024
Alfiansyah, M., & Nurlinda. (2023). Pengaruh Utilitarian Value, Hedonic Value, Citra Merek Terhadap Keputusan Pembelian. Jurnal Riset Manajemen Dan Ekonomi (Jrime), 1(4), 298–327. https://doi.org/10.54066/jrime-itb.v1i4.798
Anggraini, M., Nusrida, H., & Kamarni, N. (2022). Pola Prilaku Konsumsi Muslimah Generasi Z Terhadap Produk Trend Fashion (Studi Kasus Mahasiswi Uin Imam Bonjol). Jurnal Ekonomika 5(3), 52–64. https://journal.unesa.ac.id/index.php/jei/article/view/ 21336%0A
Anugerah, D. T., & Setyorini, R. (2020). Pengaruh Value Proposition Terhadap Minat Beli ( Studi Pada Pt . Niion Indonesia Utama Tahun 2020 ). E-Proceeding of Management, 7(2), 4166–4173.
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1
Diskominfotik. (2024). Gubernur Arinal Djunaidi Buka Gelaran Lampung Fashion Show Pada Festival Parekraf Lampung Tahun 2024. Diskominfotik Provinsi Lampung. website:https://diskominfotik.lampungprov.go.id/detail-post/gubernur-arinal-djunaidibuk a-gelaran-lampung-fashion-show-pada-festival-parekraf-lampung-tahun-2024
Holbrook, M. B., & Hirschman, E. C. (1982). The Experiental Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132–140.
Hsu, C. L., & Chen, M. C. (2018). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88(May), 121–133. https://doi.org/10.1016/j.chb.2018.06.037
IPSOS. (2024). IPSOS: Shopee Live Pilihan Utama Brand Lokal & UMKM Jualan Online. CNN Indonesia. website:https://www.cnnindonesia.com/ekonomi/20240611204057-625-11086 87/ipsos-shopee-live-pilihan-utama-brand-lokal-umkm-jualan-online
Kala’lembang, A. (2022). Pengaruh Hedonic Value Dan Utilitarian Value Terhadap Niat Beli Konsumen Melalui Trust Sebagai Variabel Intervening Pada Online Shop Shopee. Journal of Business and Applied Management, 15(1), 49–60. https://databoks.katada ta.co.id/
Kemenparekraf. (2024). Siaran Pers: Menparekraf: Indonesia Fashion Week 2024 Perkuat Ekosistem Fesyen Tanah Air. Kemenparekraf/Baparekraf RI. website:https://kemenpare kraf.go.id/berita/siaran-pers-menparekraf-indonesia-fashion-week-2024-perkuat-ekosistem-fesyen-tanah-air
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 Moving From Traditional to Digital. In Wiley.
Kotler, P., Kelller, L. K., & Chernev, A. (2022). Marketing Management. In Pearson.
Mothersbaugh, D. L., & Hawkins, D. I. (2016). Consumer Behaviour Buildin Marketing Strategy (13th ed.). McGraw-Hill Education.
Nasution, S. W., & Nasution, S. U. (2023). The Role of Utilitarian Value, Hedonic Value, and Emotional Value on Purchase Intention Through Shopee Live. International Journal of Management Science and Application, 53–66. https://doi.org/10.58291/ijmsa.v2n1. 213
Nurpadilah, S., Kostini, N., & Barkah, C. S. (2024). Pengaruh Utilitarian Value , Hedonic Value , Dan Symbolic Value Terhadap Minat Beli( Studi Pada Live Streaming Shopee @Mayoutfitofficialshop). Jurnal Lentera Bisnis 13, 1208–1219. https://doi.org/10.341 27/jrlab.v13i2.1140
Ratnasari, V. A., Kumadji, S., & Kusumawati, A. (2015). Pengaruh Store Atmosphere Terhadap Hedonic Shopping Value Dan Impulse Buying (Survei Pada Konsumen Hypermart Malang Town Square). Jurnal Administrasi Bisnis (JAB)|, 1(1), 1–5.
Sari, I. D., & Patrikha, F. D. (2021). Pengaruh e-gaya hidup, trend fashion, dan customer experience terhadap impulse buying produk fashion konsumen. Akuntabel, 18(4), 683–690. https://doi.org/10.30872/jakt.v18i4.9856
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior Tenth Edition.
Shang, Q., Jin, J., & Qiu, J. (2020). Utilitarian or hedonic: Event-related potential evidence of purchase intention bias during online shopping festivals. Neuroscience Letters, 715, 134665. https://doi.org/10.1016/J.NEULET.2019.134665
Shopee. (2024). Profile Ladyfame Official Shop. Shopee.Co.Id. website:https://shopee.co.id/ shop/12277657
Stathopoulou, A., & Balabanis, G. (2016). The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers. Journal of Business Research, 69(12), 5801–5808. https://doi.org/10.1016/j.jbusres.2016.04.177
Subakti, A. G., Adriyanto, H., & Chaterin, C. (2022). Pengaruh Nilai Utilitarian Dan Hedonik Terhadap Keputusan Pembelian Di Restoran Chan Wei Jakarta. Jurnal Industri Pariwisata, 5(1), 90–98. https://doi.org/10.36441/pariwisata.v5i1.989
Sulanjari, B., & Tjahjaningsih, E. (2023). Online Purchasing Decisions Are Influenced By Utilitarian Value To Increase Purchase Satisfaction under a Creative Commons Attribution-NonComm ercial 4.0 International License (CC BY-NC 4.0). Jurnal Ekonomi, 12(02), 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117(November 2017), 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Zeithaml, A. V. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22.
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
Zhang, J., Cai, M. X., Lu, T., Sun, X. H., & Jia, J. L. (2016). Lumbar spinal stenosis treated with polyetheretherketone pedicle screw fixation combined with interbody fusion: A follow-up assessment focusing on bone fusion rate. Chinese Journal of Tissue Engineering Research, 20(12), 1684–1689. https://doi.org/10.3969/j.issn.2095-4344.2016.12.002
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Esti Laras, Deddy Aprilani, May Roni

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).