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All Journal Budimas : Jurnal Pengabdian Masyarakat Jurnal Anugerah: Jurnal Pengabdian Kepada Masyarakat Bidang Keguruan dan Ilmu Pendidikan BISNIS & BIROKRASI: Jurnal Ilmu Administrasi dan Organisasi CITIZEN: Jurnal Ilmiah Mulitidisiplin Indonesia International Journal of Applied Sciences in Tourism and Events International Journal of Green Tourism Research and Applications Jurnal Sains Terapan Pariwisata Journal of Innovative and Creativity J-CEKI
Yanti, Ni Kadek Winda
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Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Library & Information Science Mathematics Public Health Social Sciences Veterinary Other

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Daya Tarik Visual dan Emosional Produk Pop Mart dalam Memengaruhi Perilaku Konsumen: The Visual and Emotional Appeal of Pop Mart Products in Influencing Consumer Behavior Tanjaya, Tiffany; Yanti, Ni Kadek Winda
Citizen : Jurnal Ilmiah Multidisiplin Indonesia Vol. 5 No. 6 (2025): CITIZEN: Jurnal Ilmiah Multidisiplin Indonesia
Publisher : DAS Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53866/jimi.v5i6.1095

Abstract

This study aims to examine the influence of hedonic motivation, visual appeal, and emotional appeal on purchase decisions for Pop Mart products, as well as to test the moderating role of influencers. A quantitative approach was employed using a survey of 200 Pop Mart consumers in Bali, and the data were analyzed using Partial Least Square (PLS). The findings indicate that hedonic motivation, visual appeal, and emotional appeal each have a positive and significant effect on purchase decisions. Hedonic motivation emerges as a dominant factor, driven by enjoyment, novelty, and emotional gratification. Visual appeal also contributes strongly, particularly through attractive colors and distinctive design elements. Emotional appeal further enhances purchase decisions by creating emotional connections, surprise elements, and personal experiences. However, influencers do not moderate the relationship between hedonic motivation or emotional appeal and purchase decisions, and the moderating effects were found to be insignificant. These results suggest that Pop Mart purchase decisions are shaped more by personal experiences and product aesthetics than by external promotional influences. Overall, the study highlights the crucial role of psychological and aesthetic factors in shaping consumer purchase decisions for collectible toy products such as Pop Mart.
Co-Authors Gayatri, Ni Nyoman Putri Hanggadwipa, Rangga Aditya Kale, Gloria Velove Latupeirissa, Jonathan Jacob Paul Made Srinitha Millinia Utami Mahadewi, Ni Nyoman Tri Nareswari, Made Jasmine Regita Ni Nyoman Sri Wisudawati Ni Wayan Widhiasthini Nyoman Sri Subawa Pika, Putu Ayu Titha Paramita Pika, Putu Titha Paramitha Pramana, Ida Bagus Gde Agung Yoga Pramana, Ida Bagus Gde Agung Yoga ana Pratiwi, Kadek Ayu Dewi Prayoga, Setiawan Hadi Sari, Ni Kadek Inten Diana Septiadji, Rudi Rindang Setiawan, I Made Dedik Shantika, Budi Tanjaya, Tiffany Wijaya, I Nyoman Cahyadi Wisudawati, Nyoman Sri Yusnny, Bella Desita