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All Journal Jurnal Mirai Management Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo Syntax Literate: Jurnal Ilmiah Indonesia Technomedia Journal SEIKO : Journal of Management & Business Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS) Petra International journal of Business Studies (IJBS) YUME : Journal of Management Jurnal Common Aptisi Transactions on Technopreneurship (ATT) Jurnal Ilmu Politik dan Komunikasi JATI (Jurnal Mahasiswa Teknik Informatika) Journal of Industrial Engineering and Operation Management (JIEOM) Economics and Digital Business Review IAIC Transactions on Sustainable Digital Innovation (ITSDI) Entrepreneur : Jurnal Bisnis Manajemen dan Kewirausahaan Jurnal Abdimas Bina Bangsa Jurnal Digital Media dan Relationship International Journal of Management Science and Information Technology (IJMSIT) Journal of Law, Poliitic and Humanities Digismantech (Jurnal Program Studi Bisnis Digital)
Antonius Felix
Universitas Bunda Mulia
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Social Sciences Other

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The Influence of Perceived Interactivity and Visual Appeal on Impulse Buying in Beauty Home Services: The Mediating Role of Perceived Enjoyment and A Multi-Group Analysis (MGA) Approach Shellda Lestari; Antonius Felix
International Journal of Management Science and Information Technology Vol. 6 No. 2 (2026): July - December 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i2.7698

Abstract

This study aims to examine the relationship between perceived interactivity and visual aesthetics regarding impulse buying, with perceived enjoyment acting as a moderator in the context of beauty home services, and to analyze differences in consumer behavior based on the period of usage (≤ 2 years vs > 2 years). Grounded in the Stimulus-Organism-Response (S-O-R) theory, this explanatory quantitative study employed purposive sampling to collect data from 233 respondents in the Jabodetabek area. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4 software. Structural analysis revealed no significant difference in path coefficients between the two groups new users (≤ 2 years) and experienced users (> 2 years). This indicates that, when using the service, both new and long-term users consistently exhibit the same effects, regardless of the duration of their experience.
Co-Authors Agung Stefanus Kembau Agung Stefanus Kembau Akbar Lufi Zulfikar Andreas, Wilson Anlovsky Anthony Anthony Antonia, Claresta Bernanda, Devi Yurisca Celvine, Celvine Cerlysia Cerlysia Cerlysia, Cerlysia Colin, Vincent Daniel Dellavita, Dellavita Devi Yurisca Devi Yurisca Dimas Okta Briyanti Dwi Priska Lestari Usman, Vincent Winata, Effendy, Filberth Fandevi Maitri Felix Melvin Young Fresi Beatrix Lendo Glisina Dwinoor Rembulan Grace Felicia Djayapranata Handoko Hendra, Martin Ivan Livaro Jonathan, Alden Juan Matthew Karsten Julius Sutrisno Julius Sutrisno Julius, Julius Kembau, Agung Stefanus Kurashige, Aiko Angel Lenisia, Lenisia Lia, Singgi, Katherine , Sarah Felina , Cindy Claudia Natalie Liu De Sheng Hermanto Livaro, Ivan Martin Hendra Nathaniel, Regan Rafaela Marsyel Dermawan Ricky Tjalani Ridwan Syaidi Tarigan Saputra, Alvin Selly Swandari Shellda Lestari Sheng, Liu De Steffie Debbyana Wijaya Steven Jonathan Salim Susilo, Sophia Reni Teniwut, Geovanny Vincencio Theranata, Andre Tjalani, Ricky Venness, Venness Vincent Colin Vincentius Leonardo Wibowo, Bimo Mukti Willian Wijaya Young, Felix Melvin Youngky Vincent Yurisca, Devi