Impulsiveness in Online Era: The Role of Utilitarian and Hedonic Value on Impulsiveness and Impulse Buying Behavior of Batam Community

This study aims to analyze the impulse buying behavior of Batam City community by examining Utilitarian and Hedonic values that arise due browsing online reviews, as well influence a person's impulsiveness. used questionnaire an instrument research data collection which obtained 158 samples who were residents City. Furthermore, is processed analyzed using SmartPLS 3.0 program. The results testing processing identify impulsiveness hedonic on behavior, effect browsing, impact mediation indirect relationship between behaviors. But this also show different outcome, namely where utilitarian do not affect Community, shows no relationship.