The problem at Soekarno-Hatta Airport was the need for more facilities with value for consumers, both utilitarian and hedonic. The research examines the impact of Utilitarian and Hedonic Values on Purchase Intentions, which Customer Intentions mediate. Based on the data, the research approach used was quantitative. According to the explanation category, this research is asymmetric causal research. The study population comprised business class passengers of full-service airlines at Soekarno-Hatta International Airport with various destinations, and the sample size was 219 respondents. The sampling technique was non-probability sampling, in this case, incidental sampling. The method of secondary data collection used was a study-desk with technical data using SEM-PLS. The results showed that Hedonic Value and Purchase Intention directly and significantly influenced Customer Intention and Purchase Intention. Customer Intention Hedonic Value had a positive but insignificant impact on purchase intention.

During the last few years, global fast fashion retailers have been penetrating Asian emerging markets and Vietnam is not an exception. This study explores both external and internal factors, contributing to the fashion-oriented impulse buying of Vietnamese millennials and then investigates the impact of these determinants on fashion-oriented impulse purchase. Both qualitative and quantitative approaches were conducted in the empirical study. It is found that emotion and hedonic value along with fashion involvement, sensory cues and in-store promotion respectively influence fast-fashion oriented impulse purchase. These findings help fast fashion retailers understand the impulse buying behavior of young Vietnamese consumers so that they can effectively elaborate retailing-mix strategy to boost the sales and thus sustainably grow the business.

Changing consumer purchasing decision behavior is not easy. Consumers are now classified as intelligent consumers who are supported by the development of information and technology. Especially the decision to purchase products that are not widely known in the community, particularly environmentally friendly products or natural products (green products). One of the environmentally friendly products that attract public attention lately is Loloh cemcem brand from Penglipuran Village Bangli. The objectives of this study are a) to explain the effect of hedonic value, brand personality appeal, and attitude towards behavioral intention, and to explain the role of brand personality appeal as a mediator of the relationship between the hedonic value towards attitude and behavioral intention. The study is conducted in all districts in Bali from September 2018 to June 2019. The analysis technique used is path analysis. The research findings show that all variables have positive and significant effects on behavioral intention. However, brand personality appeal only acts as a mediating variable in part of the relationship between hedonic value towards attitude and the relationship between hedonic value towards behavioral intention. It means that there are other variables that play as mediator which are not examined in this study. The results of the analysis are expected to be used as a consideration by the producers of Loloh cemcem of Penglipuran Village Bangli so that they will be able to deal with further competition and the study results can be used as an alter-native strategy to implement a green business. In addition, the study results can be used by the government as an input in making policies that encourage the rapid growth of the Balinese local wisdom industry.