Bergesernya trend berbelanja dari offline ke online semakin memudahkan konsumen untuk mendapatkan barang yang diinginkan. Keinginan dalam pemenuhan yang semulanya karena kebutuhan kini konsumen berbelanja terdorong oleh sifat untuk memenuhi kesenangan. Penelitian ini bertujuan untuk menganalisa niat konsumen dalam berbelanja online shop Shopee. Penelitian ini menganalisa pengaruh hedonic value, Utilitarian Value dan Trust terhadap niat beli konsumen Shopee di kota Malang. Penelitian ini merupakan penelitiain kuantitatif dengan menggunakan sampel pada mahasiswa yang berdomisili di kota Malang yang sudah pernah menggunakan Shopee sebagai media berbelanja. Data dikumpulkan dari 131 responden memakai google form setelah itu data dianalisis mengenakan path analysis. Hasil riset menunjukkan nilai hedonic memiliki pengaruh besar terhadap niat beli konsumen Shopee. Riset ini memberikan sumbangsi pada literatur mengenai belanja online dengan mengkonfirmasi peran Hedonic Value dalam berbelanja online.

Hedonic, Niat Beli, Shopee, Trust , Utilitarian

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