A copy of this work was available on the public web and has been preserved in the Wayback Machine. The capture dates from 2022; you can also visit the original URL.
The file type is
This study aims to determine the effect of hedonic shopping and utilitarian values on impulse buying in the marketplace and also to determine the role of gender in moderating this influence. The type of research used was descriptive quantitative, namely a causal associative research. The population in this study are consumers who have shopped at the marketplace. The number of samples taken were 150 people. The sampling technique used in this study was purposive sampling technique. Data wasdoi:10.18415/ijmmu.v9i2.3322 fatcat:tdwsm47xkbb6tjbh2t47etszkm