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All Journal Escalate : Economics and Business Journal
Donny Arif
Maarif Hasyim Latif University
Economics, Econometrics & Finance

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The Influence of Digital Customer Experience, Online Interaction, and Product Benefit on Impulsive Buying Through Emotional Value in Shopee Mall (A Case Study of Jiniso Women's Fashion Consumers on Shopee Mall in Sidoarjo) Difa Rosidah; Donny Arif
Escalate : Economics and Business Journal Vol. 4 No. 02 (2026): Escalate: Economics and Business Journal
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v4i02.762

Abstract

This study aims to analyze the influence of Digital Customer Experience, Online Interaction, and Product Benefit on Impulsive Buying through Emotional Value among Jiniso women's fashion consumers on Shopee Mall in Sidoarjo Regency. This study employed a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected from 100 respondents selected through purposive sampling using a 5-point Likert scale questionnaire and analyzed using SmartPLS 4. The results show that Digital Customer Experience, Online Interaction, and Product Benefit have positive and significant effects on Emotional Value and Impulsive Buying. Emotional Value also has a positive and significant effect on Impulsive Buying. Furthermore, Emotional Value partially mediates the relationships of Digital Customer Experience, Online Interaction, and Product Benefit with Impulsive Buying. All ten proposed hypotheses (H1–H10) were supported. These findings indicate that positive digital experiences, effective online interactions, and perceived product benefits contribute to emotional value, which is associated with consumers' impulsive buying behavior
Implementation of Rebranding and Lifestyle on Persebaya Merchandise Purchasing Decisions Through Brand Image as a Mediating Variable (Case Study of Aza Wear Consumers at the Persebaya Store in Sidoarjo) Maulidiah Natasyah; Donny Arif
Escalate : Economics and Business Journal Vol. 4 No. 4 (2026): Escalate : Economics and Business Journal
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v4i4.774

Abstract

This study aims to analyze the influence of rebranding and lifestyle on purchasing decisions of Persebaya merchandise through brand image as a mediating variable on AZA Wear consumers at Persebaya Store Sidoarjo. The method used is quantitative with purposive sampling technique, involving a sample of 127 respondents. Data were processed using SmartPLS 4.1.1.2 through a series of tests including validity and reliability tests, outer model evaluation (convergent validity, discriminant validity, composite reliability, and Cronbach's Alpha), inner model evaluation (R-Square and path coefficient), and hypothesis testing. The results of the study show: 1) Rebranding has a positive and significant effect on Brand Image. 2) Lifestyle has a positive and significant effect on Brand Image. 3) Rebranding has a positive and significant effect on Purchasing Decisions. 4) Lifestyle has a positive and significant effect on Purchasing Decisions. 5) Brand Image has a positive and significant effect on Purchasing Decisions. 6) Brand Image significantly mediates the effect of Rebranding on Purchasing Decisions. 7) Brand Image significantly mediates the effect of Lifestyle on Purchasing Decisions.
Co-Authors Difa Rosidah Maulidiah Natasyah