e-Jurnal Apresiasi Ekonomi
Vol 13, No 1 (2025)

THE ROLE OF SHOPPING ENJOYMENT ON ONLINE IMPULSE BUYING WITH BROWSING AS MEDIATING AND BRAND AWARENESS AS MODERATING

Utami, Wiry (Unknown)
Wati, Linda (Unknown)
Putri, Tyara Dwi (Unknown)
Ismayanti, Rana Surayya (Unknown)

Article Info

Publish Date
31 Jan 2025

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.

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Journal Info
e-Jurnal Apresiasi Ekonomi
Website

Abbrev

apresiasiekonomi

Publisher

Sekolah Tinggi Ilmu Ekonomi Pasaman Simpang Empat

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

topics that will be published in this journal are: 1. Development theory and application of management science; 2. Study of entrepreneurship and entrepreneurship development; 3. Development and research on applying the theory of business science 4. Community economic development. But the other ...