The Effects of Hedonic and Utilitarian Motivation toward Online Purchase Intention with Attitude as Intervening Variable

The use of digital platform such as e-commerce and online shopping, has increased recently and changed consumer behavior. This study aims to explain the effect of hedonic motivation on attitude, the effect of utilitarian motivation on attitude, and attitude toward online purchase intention as well. This research method using questionnaires with 298 respondents, and the method of analysis used is Structural Equation Modeling (SEM). Studies show that there is no influence between hedonic motivation toward attitude, whereas the online purchase intention shows the influence. There is also an influence between utilitarian motivation to attitude, and there is no effect on online purchase intention. Meanwhile, there is no effect between attitude to online purchase intention.