<![CDATA[This study conducts a comprehensive literature review to examine the influence of UI/UX design and visual elements on online purchase decisions in the Indonesian e-commerce sector, with emotional responses and consumer trust as mediating variables. The study is motivated by the rapid growth of e-commerce in Indonesia, reaching transaction values of IDR 453.75 trillion in 2023, and the increasing importance of user experience in driving consumer loyalty and purchase behavior, yet limited integration of UI/UX design, visual elements, trust, and emotional responses into a comprehensive conceptual model persists. The review synthesizes eighty-five relevant publications spanning the period 2000 to 2026, analyzed through thematic analysis and narrative synthesis to develop a conceptual framework grounded in the Stimulus-Organism-Response model. The results indicate that UI/UX design and visual elements serve as powerful environmental stimuli that positively influence Indonesian consumers' emotional responses and trust, with eighty-four percent of studies finding positive effects on emotional responses, eighty-six percent on visual elements to emotional responses, eighty-three percent on trust, and eighty-five percent on visual elements to trust. Emotional responses and consumer trust jointly mediate the relationship between UI/UX design, visual elements, and online purchase decisions, with eighty-three percent of studies confirming positive mediation effects. The findings suggest that investment in UI/UX design and visual elements is a functional strategy to build trust and evoke positive emotions, with practical recommendations including intuitive navigation, mobile-first design, high-resolution product images, visual trust elements, and design localization for Indonesian consumers.]]>
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