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Ismayanti, Rana Surayya
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE ROLE OF SHOPPING ENJOYMENT ON ONLINE IMPULSE BUYING WITH BROWSING AS MEDIATING AND BRAND AWARENESS AS MODERATING Utami, Wiry; Wati, Linda; Putri, Tyara Dwi; Ismayanti, Rana Surayya
Jurnal Apresiasi Ekonomi Vol 13, No 1 (2025)
Publisher : Institut Teknologi dan Ilmu Sosial Khatulistiwa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31846/jae.v13i1.818

Abstract

This research examines the role of shopping enjoyment in online impulse buying, with browsing as mediation and brand awareness as moderation. This research uses quantitative methods using Smart-PLS 3.0. The sampling technique used purposive sampling with a total sample of 215 respondents. The research results show that shopping enjoyment has a positive effect on browsing. Shopping enjoyment also has a positive impact on online impulse buying. Browsing has a positive impact on online impulse buying. Browsing mediates the relationship between shopping enjoyment and online impulse buying. Brand awareness moderates the relationship between browsing on online impulse buying.
Co-Authors Linda Wati Putri, Tyara Dwi Utami, Wiry