IMPULSIVE BUYING BEHAVIOR OF HINDU BALINESE WOMEN IN THE IMPLEMENTATION OF YADNYA, a conceptual model development

The purpose of this study was to build a comprehensive model of the impulsive buying behavior of Hindu Balinese women in the implementation of Yadnya. This research is exploratory research through literature review. The analysis of the existing literature leads to the formulation of 8 theoretical propositions. The findings of this study indicate that the impulsive buying behavior of Hindu Balinese women is influenced by hedonic shopping values, utilitarian shopping values, and social values, as well as the urge to buy impulsively and reinforced by self control. This research integrates in one conceptual model various variables about hedonic shopping value, utilatarian shopping value, social shopping value, urge to buy impulsively, and self control which were previously studied separately. The influence and interaction of all these variables can explain what variables determine impulse buying behavior. Keywords: Hedonic Shopping Value, Utilitarian Shopping Value, Social Value, Urge to Buy Impulsively, and Impulsive Buying