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 (Universitas Bunda Mulia)
Antonius Felix (Universitas Bunda Mulia)

International Journal of Management Science and Information Technology (IJMSIT)
Vol. 6 No. 2 (2026): July - December 2026

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.