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p-Index From 2021 - 2026
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All Journal International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC)
Nur Aulia Khairani
Magister Program in Management Science, Faculty of Economics and Business, Universitas Sumatera Utara, Indonesia
Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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UI/UX DESIGN, VISUAL ELEMENTS, CONSUMER TRUST, AND ONLINE PURCHASE DECISIONS IN INDONESIA Nur Aulia Khairani; Fadli; Muhammad Dharma Tuah Putra Nasution
International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Vol. 4 No. 4 (2026): August
Publisher : ZILLZELL MEDIA PRIMA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61990/ijamesc.v4i4.860

Abstract

This study conducts a comprehensive literature review to examine the influence of UI/UX design and visual elements on online purchase decisions in the Indonesian e-commerce sector, with emotional responses and consumer trust as mediating variables. The study is motivated by the rapid growth of e-commerce in Indonesia, reaching transaction values of IDR 453.75 trillion in 2023, and the increasing importance of user experience in driving consumer loyalty and purchase behavior, yet limited integration of UI/UX design, visual elements, trust, and emotional responses into a comprehensive conceptual model persists. The review synthesizes eighty-five relevant publications spanning the period 2000 to 2026, analyzed through thematic analysis and narrative synthesis to develop a conceptual framework grounded in the Stimulus-Organism-Response model. The results indicate that UI/UX design and visual elements serve as powerful environmental stimuli that positively influence Indonesian consumers' emotional responses and trust, with eighty-four percent of studies finding positive effects on emotional responses, eighty-six percent on visual elements to emotional responses, eighty-three percent on trust, and eighty-five percent on visual elements to trust. Emotional responses and consumer trust jointly mediate the relationship between UI/UX design, visual elements, and online purchase decisions, with eighty-three percent of studies confirming positive mediation effects. The findings suggest that investment in UI/UX design and visual elements is a functional strategy to build trust and evoke positive emotions, with practical recommendations including intuitive navigation, mobile-first design, high-resolution product images, visual trust elements, and design localization for Indonesian consumers.
DOES GENERATIVE AI TRANSPARENCY BUILD GREEN BRAND IMAGE AND PURCHASE INTENTION? Nur Aulia Khairani; Nafissa Aisyah Fitri Br Sitepu; Beby Karina Fawzeea
International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Vol. 4 No. 4 (2026): August
Publisher : ZILLZELL MEDIA PRIMA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61990/ijamesc.v4i4.863

Abstract

This study examines the influence of Generative AI Transparency on Consumer Purchase Intention in the context of green marketing communications, with Green Brand Image as a mediating variable. The study is motivated by the convergence of Generative AI and green marketing, which introduces a compound credibility challenge where consumers are increasingly aware that AI systems can fabricate persuasive content at minimal cost, raising concerns about the authenticity of brand sustainability claims. The sample consists of three hundred and fifty-six valid responses from Indonesian consumers aged eighteen to forty-five who had been exposed to AI-generated marketing content for environmentally sustainable products. Structural Equation Modeling using Partial Least Squares was employed to test the proposed hypotheses. The results indicate that Generative AI Transparency has a positive and significant effect on Green Brand Image, suggesting that brands that proactively disclose AI use communicate sincerity and accountability. Green Brand Image has a positive and significant effect on Consumer Purchase Intention, confirming that favorable green brand associations translate into behavioral intentions. Generative AI Transparency has a significant direct positive effect on Consumer Purchase Intention, confirming that transparency influences purchase intention through both brand-perceptual and direct routes. Green Brand Image significantly mediates the relationship between Generative AI Transparency and Consumer Purchase Intention, with the mediated pathway accounting for the majority of the total effect. The findings suggest that transparent AI disclosure is a strategic tool for building green brand equity and driving purchase behavior. The study contributes to the literature on AI marketing and green branding by providing empirical evidence on how AI transparency influences consumer behavior through brand perception mechanisms.
Co-Authors Beby Karina Fawzeea Fadli Muhammad Dharma Tuah Putra Nasution Nafissa Aisyah Fitri Br Sitepu