<![CDATA[This study aims to analyze the influence of Digital Customer Experience, Online Interaction, and Product Benefit on Impulsive Buying through Emotional Value among Jiniso women's fashion consumers on Shopee Mall in Sidoarjo Regency. This study employed a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected from 100 respondents selected through purposive sampling using a 5-point Likert scale questionnaire and analyzed using SmartPLS 4. The results show that Digital Customer Experience, Online Interaction, and Product Benefit have positive and significant effects on Emotional Value and Impulsive Buying. Emotional Value also has a positive and significant effect on Impulsive Buying. Furthermore, Emotional Value partially mediates the relationships of Digital Customer Experience, Online Interaction, and Product Benefit with Impulsive Buying. All ten proposed hypotheses (H1–H10) were supported. These findings indicate that positive digital experiences, effective online interactions, and perceived product benefits contribute to emotional value, which is associated with consumers' impulsive buying behavior]]>
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