IMPULSIVE BUYING BEHAVIOR IN THE IMPLEMENTATION OF YADNYA: Study of Balinese Hindu Women

Balinese Hindu society is in the midst of a touch of lifestyle

postmodern, where the orientation of life begins to move towards material and

efficiency and time utility. Individualistic character of Hindus

contemporary quickly adapts and adopts stylistic patterns

materialistic and consumerist life in carrying out obligations

religion, especially in ritual activities (yadnya). Implementation of activities

yadnya especially on Galungan Day which is a big holiday

Balinese Hindus often show impulse buying behavior from

Balinese Hindu women. This can be studied from the perspective of behavioral models

consumers with SOR Theory, ELM, and AIDA Theory. In this study, variables

hedonic shopping value, utilitarian shopping value, social shopping value towards

impulsive buying by adding urge to buy impulsively as

mediating variables and self-control as the expected moderating variables

to be able to provide a more comprehensive picture of

impulsive buying.

Concept and application of impulse buying from Hindu women

Bali in implementing Yadnya with various factors

influenced it, presented in the book with the title: “BEHAVIOR

IMPULSIVE BUYING IN THE IMPLEMENTATION OF YADNYA: A Study On

Balinese Hindu Women”. This book discusses determinants or factors

which influences impulsive behavior in Balinese Hindu women

in the implementation of the yadnya.