Pengaruh visual appeal dan subjective norms terhadap impulse buying dengan dimediasi oleh perceived enjoyment dan dimoderasi oleh user experience (studi pada pengguna shopeepay di Kota Malang)

Sabani, Hasbi Mustopa Kamil and Fikriah, Nur Laili (2025) Pengaruh visual appeal dan subjective norms terhadap impulse buying dengan dimediasi oleh perceived enjoyment dan dimoderasi oleh user experience (studi pada pengguna shopeepay di Kota Malang). MODUS, 37 (01). pp. 18-44. ISSN 2549-3787

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Abstract

ENGLISH:
The objective of this study is to explore how visual appeal and subjective norms impact impulse buying, with perceived enjoyment as a mediator and user experience as a moderator among ShopeePay users in Malang City. This research adopts a quantitative approach with a descriptive methodology. The study's population includes ShopeePay users in Malang City, with a sample of 95 participants. Data were gathered through online questionnaires, and analysis was conducted using Smart PLS version 4.0. The findings reveal that visual appeal and subjective norms have a significant effect on perceived enjoyment. Furthermore, both subjective norms and perceived enjoyment significantly influence impulse buying. Perceived enjoyment also mediates the effects of visual appeal and subjective norms on impulse buying. However, the effect of visual appeal on impulse buying was found to be non-significant. Additionally, user experience does not act as a moderating variable in the relationship between perceived enjoyment and impulse buying. Overall, the research hypotheses are supported with the exception of the link between visual appeal and impulse buying and the moderating role of user experience.

Item Type:	Journal Article
Keywords:	visual appeal; subjective norms; perceived enjoyment; user experience; impulse buying
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Divisions:	Faculty of Technology > Department of Library and Information Science
Depositing User:	Nur Laili Fikriah
Date Deposited:	07 Aug 2026 15:27

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