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All Journal Equator Journal of Management and Entrepreneurship JAM : Jurnal Aplikasi Manajemen Asia-Pacific Management and Business Application Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Gema Wiralodra International Journal of Financial, Accounting, and Management Journal of Enterprise and Development (JED) Creative Research Management Journal Utsaha: Journal of Entrepreneurship Journal of International Conference Proceedings Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) The Manager Reveiew Strata Business Review Jurnal Semarak Mengabdi IJEFSD
Muhartini Salim
Fakultas Ekonomi Manjemen Universitas Bengkulu
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Journal of Enterprise and Development (JED)

 1 
Scroll, Click, Checkout: Does Visual Appeal Take Women's Attention to Buy Impulsively? Hayati, Emirah; Salim, Muhartini
Journal of Enterprise and Development (JED) Vol. 7 No. 2 (2025)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v7i2.13159

Abstract

Purpose: This study investigates how visual appeal in e-commerce influences impulse buying among women, with browsing behavior as a mediating factor. It explores how the appearance of e-commerce applications facilitates both hedonic and utilitarian browsing, which may lead to impulse buying.Method: This study used a quantitative approach by distributing online questionnaires via Google Forms through social media. The sample included 170 Gen Z and Millennial women aged 17–44 years who use Shopee in Indonesia. We analyzed the data using Structural Equation Modeling with the Partial Least Squares (PLS-SEM) method in SmartPLS4.Result: The results show that visual appeal significantly influences both hedonic and utilitarian browsing. Only hedonic browsing directly drives impulse buying. Visual appeal and utilitarian browsing do not significantly affect impulse buying. Moreover, hedonic browsing fully mediates the effect of visual appeal on impulse buying, while utilitarian browsing does not act as a significant mediator.Practical Implications for Economic Growth and Development: This study emphasizes the importance of visual design in e-commerce platforms. Appealing visuals enhance users' enjoyment during hedonic browsing, increasing the chance of impulse buying. By creating engaging visual experiences, developers and sellers can foster user satisfaction, loyalty, and sales growth.Originality/Value: This study offers new insights by focusing on Gen Z and Millennial women in Indonesia—an underrepresented group in e-commerce research. It also clarifies the distinct mediating roles of hedonic and utilitarian browsing in the relationship between visual appeal and impulse buying.
Do Green Marketing and Perceived Value Impact Cosmetics Purchase Decisions? The Role of Brand Image as a Mediator Fadilah, Salsa Jihan; Salim, Muhartini
Journal of Enterprise and Development (JED) Vol. 7 No. 2 (2025)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v7i2.13176

Abstract

Purpose: This study analyzes how the cosmetic industry in Indonesia applies green marketing strategies responsibly. It also investigates how brand image mediates the relationship between green marketing, perceived value, and purchase decisions.Method: We employed a quantitative research methodology, using purposive sampling to recruit 200 participants who were familiar with Avoskin products. Data were collected through online questionnaires distributed via social media platforms. To analyze the relationships among the study variables, we applied SEM-PLS approach.Result: Our findings indicate that both green marketing and perceived value exert significant and positive influences on consumers' purchase decisions. Furthermore, we found that brand image functions as a mediating variable, enhancing the effects of green marketing and perceived value on purchasing behavior. A strong brand image amplifies the impact of environmentally friendly marketing efforts and consumers' value perceptions, thereby reinforcing their likelihood of making a purchase.Practical Implications for Economic Growth and Development: This research shows that environmentally friendly marketing strategies in the cosmetics sector can drive sustainable economic development by boosting product competitiveness, fostering green innovation, and aligning with consumer preferences.Originality/Value: The originality of our research lies in the inclusion of perceived value as a critical yet underexplored factor in the context of green marketing. By highlighting its role—alongside brand image—in shaping purchase decisions, this study offers novel insights into consumer behavior in the Indonesian cosmetics market.
Co-Authors . Darmansyah Alamsyah, Muhammad Hafizh Alfansi, Lizar Alfeb, Nochia Vedora Anjelita, Adelia Apriyani, Neni Aribtha, Dwi Noviola Darta, Effed Eka Putri, Seprianti Fadilah, Salsa Jihan Febliansa, Muhammad Rahman Fitri Santi Frety, Novaria Gustini, Gustini Hadi, Effed Darta Hayati, Emirah Mansyur, Edriwan Muhammad Ikhsan Oktaviany, Putri Porleansyah, Harkel Praningrum Rina Suthia Hayu Rudi Setiawan Safirda, Dea Astry Sartika, Ipen seprianti eka putri Sularsih Anggarawati Sutanpri, Sutanpri Suthia Hayu, Rina Syaefulloh Syah, Irchan Ardian Syamsul Bachri Veybitha, Yolanda Willy Abdillah