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All Journal Journal of Global Business and Management Review International Journal of Economics Development Research (IJEDR) Jurnal Ilmiah Manajemen Kesatuan International Journal of Social Science Jurnal ABDIMAS Budi Darma Jurnal Ekonomi dan Bisnis Digital (MINISTAL) International Journal of Social Science, Education, Communication and Economics Journal of Innovation Research and Knowledge PENANOMICS: INTERNATIONAL JOURNAL OF ECONOMICS Publikasi Ilmiah Bidang Pengabdian Kepada Masyarakat (SIKEMAS) Lensa Ilmiah: Jurnal Manajemen dan Sumberdaya Prioritas : Jurnal Pengabdian Kepada Masyarakat e-Jurnal Apresiasi Ekonomi Asian Journal of Management, Entrepreneurship and Social Science Journal of Financial Management & Accounting
Sjukun
STIE Professional Manajemen College Indonesia, Medan
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Journal : Jurnal Ilmiah Manajemen Kesatuan

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The Influence of Virtual Reality on Consumer Decision Making through a Neuromarketing Perspective Sjukun
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 3 (2025): JIMKES Edisi Mei 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i3.3341

Abstract

Consumer decisions are not entirely rational, but are influenced by emotions, intuition, and unconscious biases. Neuromarketing approaches provide new ways to uncover previously undetected psychological mechanisms behind consumer decisions. This study aims to analyze the synergistic impact of neuromarketing devices and virtual reality experiences on consumer decision-making, with particular emphasis on the mediating role of consumer emotional engagement. This research method uses a quantitative research design. Data were collected from 100 university students in Medan City, Indonesia, who are active Shopee users, through a structured questionnaire. Data analysis was conducted using Smart PLS. The results revealed a significant direct effect of neuromarketing tools on emotional engagement and consumer decision-making, as well as a strong influence of virtual reality experiences on emotional engagement. Although the direct effect of virtual reality on decision-making was not significant, emotional engagement significantly mediated the relationship between neuromarketing tools and virtual reality experiences on consumer decision-making. These findings underscore the important role of emotional engagement as a channel for the effectiveness of advanced marketing technologies.
Co-Authors Aidil Purta Andri Damri SM Armansyah Armansyah Delvina Donawati Dwi Septi Haryani Fenny Fenny Fenny Frilla Degustia Goh, Thomas Sumarsan Hasnarika Hasnarika Hendry Iskandar Zulkarnain Jirwanto, Henry Lalu Supardin Margery, Errie Nanda Sulistiyowati Peranginangin, Jimmy Pius Deski Manalu Selvi Fauzar Siagian, Supriadi Stiven Wijaya Sukiman Sukiman Wafiq Syifa Azzahra Yulius, Yudi Yusuf Taufik Zuhanda, Muhammad Khahfi