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All Journal DeReMa (Development Research of Management) Jurnal Manajemen
Jonathan, Steven Yoel
Unknown Affiliation
Decision Sciences, Operations Research & Management

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FRICTIONLESS, FUN, AND FAST: PATHWAYS TO SPONTANEOUS BUYING IN DIGITAL PAYMENTS SANAPANG, GRACELA MARISA; Suliantoro, Sanny; Chandra, Levani; Talaran, Leony Theresia; Jonathan, Steven Yoel; Tjandani, Anthony Patrick
DeReMa (Development Research of Management): Jurnal Manajemen Vol. 21 No. 1 (2026): Vol. 21 No.1 (2026): Mei
Publisher : Universitas Pelita Harapan

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Abstract

This study examines the effect of digital convenience on impulsive buying behavior, with perceived usefulness and hedonic motivation as mediating variables among e-wallet users in Indonesia. A quantitative explanatory research design was employed, with data collected from 157 respondents through purposive sampling using an online questionnaire. Structural Equation Modeling (SEM-PLS) was applied to analyze the relationships between variables. The results indicate that digital convenience does not have a direct effect on impulsive buying, but it significantly influences impulsive buying indirectly through both perceived usefulness and hedonic motivation. Hedonic motivation was found to be the stronger mediator, suggesting that emotional enjoyment plays a more dominant role than cognitive perceptions of usefulness in driving impulsive purchases. These findings highlight the importance of enhancing both functional convenience and hedonic experiences in digital platforms to better understand consumer behavior in the Indonesian e-commerce context.
Co-Authors Chandra, Levani Sanapang, Gracela Marisa Suliantoro, Sanny Talaran, Leony Theresia Tjandani, Anthony Patrick