Hedonic Motive, Utilitarian Motive, Shopping Intention Dan Impulsive Buying Pada E-Commerce Shopee

: This research is a quantitative study to determine the direct and indirect influence between hedonic motive and utilitarian motive on impulsive buying through shopping intention among Shopee e-commerce consumer. The benefit of this research is to prove the existence of a relationship between all variable. Data collection was carried out through a survey with a questionnaire in the form of a Google form. The population in this study is Shopee e-commerce consumers who live in the DKI Jakarta province, Shopee e-commerce users who frequently made transactions more than once in the last year, aged 18 years and over. To test validity and reliability using Structural Equation Model (SEM) with SmartPLS software. Based on the research results, of the 7 accepted hypotheses, utilitarian motive has no positive effect on shopping intention, utilitarian motive has an effect on impulsive buying, hedonic motive has an effect on impulsive buying and shopping intention, shopping intention has an effect on impulsive buying, utilitarian motive has no influences impulsive buying through shopping intention and hedonic motive influences impulsive buying through shopping intention. It is hoped that the results of this research can provide input for Shopee e-commerce to better understand customer preferences and needs.